Antara Self-Care dan Lifestyle: Peran Emosi dan Gaya Hidup terhadap Konsumsi Kopi Kekinian di Kalangan Gen Z
DOI:
https://doi.org/10.65244/jggeconomic.v1i2.130Keywords:
Emosi, Gaya Hidup, LifeStyle, Konsumsi Kopi Kekinian, Generasi Z, Psikologi KonsumenAbstract
Penelitian ini bertujuan untuk menganalisis bagaimana emosi dan gaya hidup memengaruhi konsumsi kopi kekinian di kalangan generasi Z. Dengan metode kuantitatif, penelitian ini melibatkan 25 responden berusia antara 18 hingga 26 tahun untuk mengkaji motivasi, pola konsumsi, dan pengaruh sosial yang berkaitan dengan perilaku konsumsi kopi. Temuan menunjukkan bahwa keputusan untuk mengonsumsi kopi lebih dipengaruhi oleh faktor emosional dan social, seperti kebutuhan untuk relaksasi, penghargaan diri, dan tekanan dari lingkungan social dibandingkan dengan pertimbangan fungsional semata. Penelitian ini memberikan wawasan mendalam tentang dinamika perilaku konsumsi di kalangan generasi Z dan menyarankan pengembangan strategi pemasaran yang lebih adaptif dan efektif untuk produk kopi kekinian.
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