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All Journal Jurnal Manajemen Bisnis Kewirausahaan
Silvi Dwi Ananda
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Economics, Econometrics & Finance

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Strategi Adaptasi Coffee Shop terhadap Perubahan Perilaku Konsumen Anak Muda di Pangkalpinang Olivia Anjelina; Silvi Dwi Ananda; Triyana Dinanti; Indah Noviyanti
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 2 (2025): Agustus : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i2.2452

Abstract

This study aims to describe how coffee shop entrepreneurs in Pangkalpinang adapt their operational strategies in response to changing consumer behavior among young people. Using a qualitative approach and interviews with coffee shop owners and customers, the research reveals that comfort, aesthetic interior design, and facilities such as Wi-Fi and power outlets are key factors in attracting Gen Z consumers. Moreover, social media plays a crucial role in influencing visit decisions and building customer loyalty. In facing challenges such as limited capital and maintaining product consistency, coffee shop owners implement innovations through menu updates, spatial redesign, improved service, and digital marketing strategies. This study highlights the importance of understanding digital lifestyles, community engagement, and responsiveness to trends in sustaining competitiveness in a rapidly evolving market.
Co-Authors Indah Noviyanti Olivia Anjelina Triyana Dinanti