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All Journal International Journal of Applied Business and International Management Jurnal Manajemen dan Pemasaran Digital
Ferina Hendra
Telkom University
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Segmentasi Customer Value Pengunjung Kedai Kopi Generasi Z Berdasarkan Pendekatan Recency, Frequency, Monetary (RFM) Ferina Hendra; Yati Rohayati; Budi Sulistyo
Jurnal Manajemen dan Pemasaran Digital Vol. 4 No. 3 (2026): Jurnal Manajemen dan Pemasaran Digital (Juli - September 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v4i3.679

Abstract

Pertumbuhan industri kedai kopi di Indonesia serta dominasi Generasi Z sebagai konsumen utama mendorong pelaku usaha untuk memahami karakteristik pelanggan secara lebih mendalam. Namun, sebagian besar penelitian kedai kopi masih berfokus pada kepuasan, loyalitas, dan keputusan pembelian sehingga belum banyak mengidentifikasi nilai pelanggan berdasarkan perilaku aktual yang ditunjukkan. Penelitian ini bertujuan untuk mengidentifikasi segmentasi customer value pengunjung kedai kopi Generasi Z menggunakan pendekatan Recency, Frequency, Monetary (RFM). Penelitian menggunakan metode kuantitatif deskriptif dengan teknik purposive sampling terhadap 285 responden Generasi Z yang pernah mengunjungi kedai kopi. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan metode RFM berdasarkan dimensi recency, frequency, dan monetary. Hasil penelitian menunjukkan bahwa mayoritas responden berada pada kategori Potential Customer (55,09%), diikuti oleh Moderate Customer (24,91%), High Value Customer (18,95%), dan Low Value Customer (1,05%). Temuan ini menunjukkan bahwa sebagian besar pengunjung kedai kopi Generasi Z telah memiliki tingkat keterlibatan yang cukup baik, namun masih memiliki potensi untuk ditingkatkan menjadi pelanggan bernilai tinggi. Penelitian ini memberikan kontribusi dengan menyediakan gambaran karakteristik customer value berbasis perilaku sebagai dasar segmentasi pelanggan dan penyusunan strategi pemasaran yang lebih tepat sasaran bagi pelaku usaha kedai kopi.
Psychographic Segmentation of Generation Z Coffee Shop Customers: An Activities, Interests, and Opinions (AIO) Approach Ferina Hendra; Yati Rohayati; Budi Sulistyo
International Journal of Applied Business and International Management Vol 11, No 2 (2026): August 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v11i2.4721

Abstract

Coffee shops increasingly function as social and experiential spaces, making demographic profiles alone insufficient for understanding Generation Z customers. This study aims to identify psychographic segments among urban Generation Z coffee shop consumers in Indonesia using the Activities, Interests, and Opinions (AIO) framework. This quantitative study employed survey data from 285 respondents, primarily from Bandung and Jakarta, and analyzed them using K-means clustering based on four context-specific psychographic dimensions. The optimal three-cluster solution (silhouette coefficient = 0.575) identified Community Adventurers (33.33%), Aesthetic Socializers (33.68%), and Community-Oriented Selective Explorers (32.98%). One-way analysis of variance and Tukey tests indicated balanced psychographic profiles in the first two clusters, whereas trend consciousness was significantly lower in the third cluster (p 0.001). Age, occupation, monthly income, and expenditure per visit were associated with segment membership, whereas gender and visit frequency were not. These findings demonstrate that context-specific psychographic segmentation provides actionable insights for developing targeted marketing strategies for urban coffee shop businesses. 
Co-Authors Budiarto, Sulistyo Yati Rohayati