Coffee Shop Transformation: Digital Promotion, Consumption, and Cultural Shifts in Indonesia
Keywords:
consumption, coffee shop, coffee culture, IndonesiaAbstract
Coffee culture is a cross-cultural meeting because culture spreads from one region to another. Indonesia, as a coffee-producing country with a rich cultural heritage and relatively independent in terms of global coffee supply, is gaining momentum in developing its coffee industry. Local coffee shops select global elements by highlighting regional characteristics. To analyze the transformation of coffee shops in big cities, researchers employ qualitative phenomenological research methods and the theory of public consumption proposed by Jean Baudrillard. This study uses literature review data collection techniques, as well as observations & interviews with several coffee shop owners in Surabaya. The results that can be presented are that digitalization and the demand for personalization are the primary factors driving coffee consumption. Coffee shops in the digital communication era adjust to the tastes, trends, levels of knowledge, and changes in coffee culture in Indonesian society. There are three main typologies of coffee shops in Indonesia: warung (warkop), semi-modern shops, and modern coffee shops. All three have their own identities, menus, consumer bases, prices, and attractions. In addition, coffee consumption is influenced by the expression of existence, appearance, activity on social media, and the brand's identity. Coffee shops do not just sell products but also serve as a symbol of lifestyle.
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