Analysis of Millennials Consumer Behavior in Choosing a Coffee Shop

DOI

10.2991/978-94-6463-234-7_84How to use a DOI?

Keywords

Millennial Behavior; Purchase Pattern; Preference; Satisfaction; Loyalty

Abstract

The coffee shop business is promising. In the midst of intense competition, coffee shop entrepreneurs are required to be able to manage the products sold and their services. Besides that, entrepreneurs must be able to understand the tastes of consumers. This study aims to examine the behavior of coffee shop consumers from the aspect of coffee drinking patterns, consumer satisfaction, and loyalty preferences. The research was conducted in two coffee shops, namely Kawan Coffee Shop and Sejiwa Coffee Shop. This research used a quantitative research design conducted by survey methods on 145 Millennial consumers at Kawan Coffee Shop and 127 Millennial consumers at Sejiwa Coffee shop which was obtained through systematic sampling techniques through the calculation of the Cochran formula. The data were analyzed using a frequency distribution table. The results showed that the behavior of millennial coffee buying patterns at Kawan Coffee Shop was based on location, while at Sejiwa Coffee shop was based on a comfortable atmosphere. Moreover, the benefits that customers were looking for when visiting a coffee shop for Kawan Coffee Shop is good taste and for Sejiwa Coffee Shop is the atmosphere it has to offer. As for the purchase pattern for other distributions, the two Coffee Shops had the same highest value. It can be concluded that for the buying pattern, the role of location and market segmentation was important for the two Coffee Shops. Meanwhile, in terms of consumer preferences, the most preferred type of drink was Espresso based and Manual Brew. Then for satisfaction and loyalty, most consumers were satisfied after a visit to a coffee shop and interested in making a repeat visit.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Tuti Anggraeni
AU  - Ratih Hurriyati
AU  - Disman
AU  - Bambang Widjananta
AU  - Puspo Dewi Dirgantari
PY  - 2023
DA  - 2023/09/29
TI  - Analysis of Millennials Consumer Behavior in Choosing a Coffee Shop
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 796
EP  - 809
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_84
DO  - 10.2991/978-94-6463-234-7_84
ID  - Anggraeni2023
ER  -