Analisis Perilaku Konsumen Kopi Keliling Sebagai Gaya Hidup Modern Generasi Muda

amadea, Mizchell Baby and Ariani, Mintarti and Wibowo, Joshi Maharani (2025) Analisis Perilaku Konsumen Kopi Keliling Sebagai Gaya Hidup Modern Generasi Muda. COSTING : Journal of Economic, Bussines and Accounting, 8 (1). pp. 252-263. ISSN 2597-5226

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Abstract

The mobile coffee business is not only seen as a form of innovation in meeting caffeine needs, but also as an economic empowerment model that supports the growth of MSMEs in Surabaya. This research uses a combination of qualitative and descriptive case study methods. Data was collected through in-depth interviews with mobile coffee vendors and distributing questionnaires to consumers, as well as analyzing documentation from social media related to mobile coffee in Surabaya. The results showed that mobile coffee is an option for the younger generation who do not have much time to buy coffee. In addition, mobile coffee also creates economic opportunities for SMEs and enriches the consumption experience through personal interaction between merchants and consumers. The division of territories and transparency of public infrastructure are of particular concern to merchants. Based on these findings, the study recommends the implementation of digital innovations to facilitate ordering and payment, as well as the diversification of mobile coffee products to maintain appeal amid increasingly fierce competition

Item Type:	Article
Uncontrolled Keywords:	Lifestyle, Mobile Coffee, Consumption
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
Divisions:	Faculty of Business and Economic > Department of Economic
Depositing User:	Mintarti Ariani 3146
Date Deposited:	21 Jul 2025 02:03
Last Modified:	21 Jul 2025 02:03
URI:	http://repository.ubaya.ac.id/id/eprint/49049

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