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All Journal Jurnal Multidisiplin Madani (MUDIMA) Proceeding of International Conference Health, Science And Technology (ICOHETECH) Agrifo: Jurnal Agribisnis Universitas Malikussaleh
Rajendra Agidya Putra
Universitas Duta Bangsa Surakarta
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Industrial & Manufacturing Engineering Medicine & Pharmacology Social Sciences

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Analisis Perilaku Konsumsi Kopi oleh Generasi Z di Kota Surakarta Rahmawati Setiyani; Lathifah Khairani; Rajendra Agidya Putra
Agrifo : Jurnal Agribisnis Universitas Malikussaleh Vol. 11 No. 1 (2026): April 2026
Publisher : LPPM Universitas Malikussaleh - Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29103/ag.v11i1.26309

Abstract

Consumption of coffee in Indonesia has increased alongside changes in people's lifestyles, particularly among the younger generation. Surakarta is a relatively advanced city, both economically and socially. Surakarta’s high urbanization rate and youthful demographic profile provide a fertile environment for the coffee retail sector. Consequently, this study examines the consumption behaviors of Generation Z in the region. Utilizing a descriptive quantitative method with a survey approach, this study sampled 30 samples. Research findings on coffee consumption behavior among Generation Z in Surakarta revealed that the majority of respondents had adopted a coffee-drinking routine for more than three years. This phenomenon indicates a deep integration between coffee consumption and contemporary behavioral patterns and lifestyles in this demographic group. Coffee is consumed moderately, at 2–3 times per week, with most people tending to order one cup each time. The most popular time to drink coffee is at night, suggesting that it plays a role in supporting study, work and social activities. Cappuccino is the most popular type of coffee drink, reflecting Generation Z's preference for coffee with a balanced taste and a milk base. The most popular places to purchase coffee are warung or angkringan, suggesting that affordability, accessibility and a relaxed atmosphere are the main considerations when purchasing coffee.
Characteristics of Generation Z Coffee Consumers in Surakarta: A Study of Behavior and Preferences Rahmawati Setiyani; Lathifah Khairani; Rajendra Agidya Putra
Jurnal Multidisiplin Madani Vol. 6 No. 8 (2026): August 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/mudima.v6i8.116

Abstract

One of the leading agricultural commodities in Indonesia’s plantation subsector is coffee. Coffee consumption in Indonesia has shown year-over-year growth. The city of Surakarta is an urban area experiencing rapid development in various aspects, including the economy, social life, and the service sector, making it a promising location for the growth of coffee shop businesses. This study aims to analyze the characteristics, consumption behavior, and preferences of Generation Z coffee consumers in Surakarta. The study was conducted in Surakarta using a descriptive quantitative approach via a survey method. Based on the research findings regarding the characteristics of Generation Z coffee consumers in Surakarta, it can be concluded that these consumers are predominantly female, aged 17–21, are college students, and have a monthly income of less than Rp500,000. In terms of purchasing behavior, consumers prefer to make purchases in person (offline) rather than through other methods. Product price is the primary consideration in determining where to make a purchase, with consumers tending to choose coffee offered at relatively affordable prices. Additionally, the majority of consumers prefer their coffee served cold. These findings indicate that the respondents’ coffee consumption preferences are related to demographic characteristics, purchasing power, and considerations
COFFEE PREFERENCES AND CONSUMPTION PATTERNS AMONG GENERATION Z IN SURAKARTA Rahmawati Setiyani; Lathifah Khairani; Rajendra Agidya Putra
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/wrrjk076

Abstract

Coffee consumption in Indonesia continues to grow,particularly among Generation Z, in line with changinglifestyles and the proliferation of coffee shops. The city ofSurakarta is one of the areas experiencing rapid growth inthe coffee shop industry, making it important to understandGeneration Z’s coffee preferences and consumptionpatterns. This study aims to analyze Generation Z’s coffeepreferences and consumption patterns in the city ofSurakarta. The study employed a descriptive quantitativeapproach using a survey method. Data were collected via aquestionnaire from 30 Generation Z respondents residing inSurakarta who consume coffee. Sampling was conductedusing accidental sampling, while data analysis utilizeddescriptive statistics with percentages. The results showthat, in terms of consumption preferences, 28 respondents(93%) chose coffee varieties based on their strong anddistinctive flavors. Meanwhile, 21 respondents (70%)consumed coffee to boost their energy. These resultsindicate that flavor and the functional role of coffee insupporting daily activities are important considerations forGeneration Z when consuming coffee. This study can serveas a reference for coffee shop business owners in developingproducts tailored to the preferences of Generation Zconsumers.
SWOT AND QSPM ANALYSIS IN DETERMININGMARKETING STRATEGIES FOR PROCESSEDCATFISH PRODUCTS AT PT ALANG-ALANGTUMBUH SUBUR BOYOLALI Rajendra Agidya Putra; Annisa Nugraheni Afridhianika; Bimoseno Sepfrian
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/c17r6q71

Abstract

PT Alang-Alang Tumbuh Subur is a catfish product processing company with significant growth potential, supported by an abundant supply of raw materials in Boyolali Regency. However, this potential has not yet been fully realized due to suboptimal marketing efforts, resulting in challenges such as limited market reach, low brand awareness, and increasingly intense business competition. This study aims to analyze the internal and external factors influencing the marketing of processed catfish products and to formulate appropriate marketing strategies to increase sales. This study employs a case study method with a quantitative descriptive approach. Data were collected through observation, interviews, documentation, and the distribution of questionnaires to internal and external stakeholders of the company. Data analysis was conducted using the Internal Factor Analysis Summary (IFAS) Matrix, Eksternal Factor Analysis Summary (EFAS) Matrix, SWOT Matrix, and Quantitative Strategic Planning Matrix (QSPM). The results indicate that the company’s primary strength is the relatively guaranteed availability of catfish raw materials, while its main weakness is suboptimal digital promotion. The IFAS analysis results show a strength score of 1,79 and a weakness score of 1,50, while the EFAS analysis shows an opportunity score of 1,58 and a threat score of 1,74. The SWOT Matrix results indicate that the company is located at coordinates (0,145;-0,080), placing it in Quadrant II (ST Strategy/Diversification). Based on the SWOT analysis, three strategic alternatives were identified: strengthening digital marketing and brand identity; developing innovation and product diversification; and expanding the distribution network and marketing partnerships. The QSPM analysis results indicate that the recommended priority strategy is to Strengthening Alang-Alang’s digital marketing and brand identity through social media, product packaging, and digital marketing channels to support the product’s competitiveness, with a Total Attractiveness Score (TAS) of 6,74.
Co-Authors Annisa Nugraheni Afridhianika Bimoseno Sepfrian Lathifah Khairani Lathifah Khairani Rahmawati Setiyani