<![CDATA[The rapid growth of coffee shops in major cities has occurred alongside the rise of running culture (run clubs) among urban communities, particularly Generation Z. The phenomenon of “post-run coffee” the habit of stopping by a coffee shop after a running session has become a new touch point between sports communities and small and medium coffee shop enterprises (UMKM). This study aims to analyze the influence of post-run coffee on the sustainability of coffee shop UMKM through the consumer behavior of Generation Z, using the Stimulus-Organism-Response (SOR) framework, in which post-run coffee is positioned as the stimulus, Generation Z's behavior and purchase decisions as the organism-response, and UMKM sustainability as the outcome. The study employed a descriptive qualitative approach through informal, unstructured interviews with 33 members of running communities across several major cities. The results reveal two behavioral patterns: a tendency to visit the same familiar coffee shop (fixed spot) and a tendency to switch between coffee shops depending on the running route (varied spot), as well as the role of community bonus or membership programs in encouraging repeat visits. A scatter plot of the 33 informants indicates that runners who are community members or regular customers show a stronger relationship between running frequency and post-run visit frequency compared to general runners. These findings suggest that partnerships between coffee shop UMKM and running communities, supported by relevant loyalty programs, can serve as a viable business sustainability strategy amid intense competition in the coffee shop industry.]]>
