COFFEE PREFERENCES AND CONSUMPTION PATTERNS AMONG GENERATION Z IN SURAKARTA

Rahmawati Setiyani (Universitas Duta Bangsa Surakarta)
Lathifah Khairani (University of Bengkulu)
Rajendra Agidya Putra (Universitas Duta Bangsa Surakarta)

Proceeding of International Conference Health, Science And Technology (ICOHETECH)
2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)

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.