THE INFLUENCE OF NEW COFFEE SHOPS ON GENERATION Z’S LIFESTYLE IN NGANJUK

Abstract

Background: The growth of coffee shops in Nganjuk City is increasingly evident; they are no longer merely venues for enjoying coffee but have become an integral part of the Gen Z lifestyle. Coffee shops serve as spaces for socializing, relaxing, seeking a change of atmosphere, taking photos, completing assignments, and engaging in productive activities. Objective: This study aims to examine how the proliferation of coffee shops relates to shifts in the Gen Z lifestyle in Nganjuk City, specifically regarding socializing habits, social interactions, study or work activities, social media usage, and consumption patterns. Method: This study employs a qualitative descriptive method involving seven Gen Z informants who have visited coffee shops in Nganjuk City. Data were collected through interviews and observations, then analyzed using a process of data reduction, data presentation, and conclusion drawing. Result: The findings indicate that the growth of coffee shops influences the Gen Z lifestyle, evidenced by increased socializing habits, shifts in preferred social venues, a tendency to hop between different coffee shops, and higher spending on food and beverages. Factors influencing Gen Z's interest in visiting coffee shops include social media platforms (such as Instagram and TikTok), a comfortable atmosphere, amenities (like Wi-Fi), venue design, and pricing. While coffee shops provide spaces for socializing, relaxing, studying, and working, they can also foster consumerist behavior driven by trends, social prestige, and the desire to try new places. Conclusion: Thus, it can be concluded that the growth of coffee shops in Nganjuk City is linked to changes in the Gen Z lifestyle regarding time management, the choice of social venues, and patterns of activity and consumption.