Perilaku Konsumsi Kopi Sebagai Budaya Masyarakat Konsumsi (Studi Fenomenologi Pada Peminum Kopi Di Kedai Kopi Kota Semarang)

Abstract

<p>The change occurring in coffee consuming behavior cannot be apart from the effect of globalization development making the society behaving consumptively. It will result in various changes in the interpretation of coffee consuming behavior in the Semarang society. The objective of research was to find out the coffee consuming behavior, consuming society culture, and tragedy of coffee consuming culture among the coffee drinkers in coffee shops of Semarang City. The theory employed in this study was Jean P Baudrillard’s consuming society theory, Geog Simmel’s modern cultural theory, and Thorstein Veblen’s leisure class theory. This study employed a phenomenological approach, aiming to explore the motive and meaning of action in-depth concerning the coffee consuming behavior as the consuming society culture. The data collection was conducted using direct observation and in-depth interview.</p><p>The result of research showed that the interpretation of coffee consuming behavior in Semarang society had changed. The coffee consuming behavior the coffee drinkers had could be seen from the actor or coffee drinkers, the activity the do, their appearance, reason of coffee consumption and coffee consumption place. In coffee consuming behavior, not only a cup of coffee was consumed but the coffee drinker also consumed prestige, social status, elegant and exclusive impression, and modern society lifestyle. In this case, what bought and consumed was no more than the signs embedded into consumption objects. The coffee consuming behavior was made to follow the modern society lifestyle emphasizing on prestige, although the coffee drinkers knew that what they consumed sometimes was not as they wanted, for example the taste of coffee beverage served was bitter because it derived from selected coffee seed. The difference of interpretation on coffee consuming behavior between one coffee drinker and another led to coffee drinker typification. The typification of coffee drinkers in interpreting the coffee consuming behavior was divided into two: opened-modern and closed-modern coffee drinker.</p><p> </p><p><strong>Keywords:</strong> Consumption Behavior, Consuming Society Culture, Cultural Tragedy</p><p> </p>

Tradition and Social Value of Drinking Coffee

“…People can enjoy coffee while resting and chat with other colleagues. Habits of some people in their spare time and spend their money with drinking coffee at a coffee shop has become an activity as one of the styles life (Solikatun & Argyo, 2015).…”

Costumers’ Preference at Armor Kopi Leuit

“…In fact, more youngsters drink coffee than older people. (Solikatun et al, 2015). Most consumers earn less than IDR 2,600,000.…”

Integrated Marketing Communication Kedai Sodare Kopi Dalam Meningkatkan Brand Awareness

“…Hal ini tidak terlepas dari maraknya media sosial seperti iklan, internet, dan lain sebagainya. Sementara itu selain media sosial dan teman atau rekan kerja, lingkungan keluarga juga akan mempengaruhi perilaku mengonsumsi kopi (Solikatun, Drajat Tri Kartono, 2015). Menikmati kopi yang telah menjadi gaya hidup ini telah membuat perubahan besar pada bisnis kopi.…”

“…Fenomena perilaku kaum muda pergi ke coffee shop telah memasuki tidak hanya Jakarta sebagai kota metropolitan, tetapi juga kota-kota besar lainnya di Indonesia. Meskipun tidak banyak coffee shop dengan lisensi dagang dari luar negeri, namun kaum muda di kota-kota besar lain juga menunjukkan gaya hidup menyerupai kota Metropolitan (Solikatun, Drajat Tri Kartono, 2015). Dengan melihat antusias masyarakat Indonesia dengan mengonsumsi minuman berbahan dasar kopi, tidak dapat dipungkiri bahwa bisnis kedai kopi atau coffee shop merupakan bisnis yang memiliki peluang baik untuk kedepannya.…”