ANALYSIS OF GENERATION Z CONSUMER PREFERENCES AT COFFEE SHOPS IN BANJARMASIN CITY
Coffee is a widely consumed beverage across all demographic groups, and coffee shops represent a vital downstream component of the agribusiness subsystem, particularly in the marketing of plantation products in ready-to-serve or ready-to-eat formats within the food and beverage industry. This study...
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| Language: | English |
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UPT Publikasi dan Pengelolaan Jurnal Universitas Islam Kalimantan Muhammad Arsyad Al Banjari
2025-08-01
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| Series: | Al-Ulum |
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| Online Access: | https://ojs.uniska-bjm.ac.id/index.php/JST/article/view/20114 |
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| author | Yarna Hasiani Fuzi Maulana Ash'ari Tota Totor Naibaho |
| author_facet | Yarna Hasiani Fuzi Maulana Ash'ari Tota Totor Naibaho |
| author_sort | Yarna Hasiani |
| collection | DOAJ |
| description | Coffee is a widely consumed beverage across all demographic groups, and coffee shops represent a vital downstream component of the agribusiness subsystem, particularly in the marketing of plantation products in ready-to-serve or ready-to-eat formats within the food and beverage industry. This study aims to analyze the selection preferences of Generation Z consumers in choosing coffee shops in the city of Banjarmasin. Utilizing conjoint analysis, the research identifies the relative importance of various attributes influencing consumer decision-making. The most influential factor is Sales Product, with an interest level of 23.003, followed by price (21.839), facilities (20.774), building concept (14.532), trademark (10.389), and location (9.462). These findings suggest that Generation Z places higher value on product offerings and affordability when selecting coffee shops, while branding and location play lesser roles. This information provides strategic insights for coffee shop entrepreneurs targeting this consumer segment in urban Indonesia. |
| format | Article |
| id | doaj-art-52b1c63eacc84a2b8a15e55a3201ee45 |
| institution | Kabale University |
| issn | 2477-4731 |
| language | English |
| publishDate | 2025-08-01 |
| publisher | UPT Publikasi dan Pengelolaan Jurnal Universitas Islam Kalimantan Muhammad Arsyad Al Banjari |
| record_format | Article |
| series | Al-Ulum |
| spelling | doaj-art-52b1c63eacc84a2b8a15e55a3201ee452025-08-20T03:44:02ZengUPT Publikasi dan Pengelolaan Jurnal Universitas Islam Kalimantan Muhammad Arsyad Al BanjariAl-Ulum2477-47312025-08-01112798810.31602/jst.v11i2.201147191ANALYSIS OF GENERATION Z CONSUMER PREFERENCES AT COFFEE SHOPS IN BANJARMASIN CITYYarna Hasiani0Fuzi Maulana Ash'ari1Tota Totor Naibaho2Islamic University of Kalimantan MAB, Indonesia.Islamic University of Kalimantan MAB, Indonesia.Islamic University of Kalimantan MAB, Indonesia.Coffee is a widely consumed beverage across all demographic groups, and coffee shops represent a vital downstream component of the agribusiness subsystem, particularly in the marketing of plantation products in ready-to-serve or ready-to-eat formats within the food and beverage industry. This study aims to analyze the selection preferences of Generation Z consumers in choosing coffee shops in the city of Banjarmasin. Utilizing conjoint analysis, the research identifies the relative importance of various attributes influencing consumer decision-making. The most influential factor is Sales Product, with an interest level of 23.003, followed by price (21.839), facilities (20.774), building concept (14.532), trademark (10.389), and location (9.462). These findings suggest that Generation Z places higher value on product offerings and affordability when selecting coffee shops, while branding and location play lesser roles. This information provides strategic insights for coffee shop entrepreneurs targeting this consumer segment in urban Indonesia.https://ojs.uniska-bjm.ac.id/index.php/JST/article/view/20114consumer preferencescoffee shopgeneration zconjoint analysis |
| spellingShingle | Yarna Hasiani Fuzi Maulana Ash'ari Tota Totor Naibaho ANALYSIS OF GENERATION Z CONSUMER PREFERENCES AT COFFEE SHOPS IN BANJARMASIN CITY Al-Ulum consumer preferences coffee shop generation z conjoint analysis |
| title | ANALYSIS OF GENERATION Z CONSUMER PREFERENCES AT COFFEE SHOPS IN BANJARMASIN CITY |
| title_full | ANALYSIS OF GENERATION Z CONSUMER PREFERENCES AT COFFEE SHOPS IN BANJARMASIN CITY |
| title_fullStr | ANALYSIS OF GENERATION Z CONSUMER PREFERENCES AT COFFEE SHOPS IN BANJARMASIN CITY |
| title_full_unstemmed | ANALYSIS OF GENERATION Z CONSUMER PREFERENCES AT COFFEE SHOPS IN BANJARMASIN CITY |
| title_short | ANALYSIS OF GENERATION Z CONSUMER PREFERENCES AT COFFEE SHOPS IN BANJARMASIN CITY |
| title_sort | analysis of generation z consumer preferences at coffee shops in banjarmasin city |
| topic | consumer preferences coffee shop generation z conjoint analysis |
| url | https://ojs.uniska-bjm.ac.id/index.php/JST/article/view/20114 |
| work_keys_str_mv | AT yarnahasiani analysisofgenerationzconsumerpreferencesatcoffeeshopsinbanjarmasincity AT fuzimaulanaashari analysisofgenerationzconsumerpreferencesatcoffeeshopsinbanjarmasincity AT totatotornaibaho analysisofgenerationzconsumerpreferencesatcoffeeshopsinbanjarmasincity |