ANALYZING CONSUMER PERCEPTIONS OF CONTEMPORARY STREET COFFEE IN MOJOKERTO CITY: A DESCRIPTIVE QUALITATIVE APPROACH
Keywords:
consumer perception, street coffe, consumer behavior, MSMEs, LifestyleAbstract
This study aims to analyze consumer perceptions of contemporary street coffee in Mojokerto City using a descriptive qualitative approach. The rapid growth of street coffee businesses reflects a shift in consumption patterns, particularly among younger generations and urban workers who prioritize practicality, affordability, and unique consumption experiences. This study involved 20 respondents selected through purposive sampling, with data collected through in-depth interviews and field observations. The results indicate that consumer perceptions of contemporary street coffee are influenced by several key indicators, including price, taste, accessibility, menu variety, and social experience. Most respondents perceive street coffee as a more economical and flexible alternative compared to modern coffee shops. Furthermore, the presence of street coffee businesses contributes positively to local economic growth, particularly in supporting the development of micro, small, and medium enterprises (MSMEs). The findings highlight that contemporary street coffee is not only a consumption product but also an integral part of urban lifestyle. This study contributes to the literature on consumer behavior and provides strategic insights for business actors in developing sustainable street coffee enterprises.
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