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A 2026 study by Rahmawati Setiyani, S.Hut., M.Sc., Lathifah Khairani, and Rajendra Agidya Putra from Universitas Duta Bangsa Surakarta and Universitas Bengkulu offers a snapshot of how Generation Z in Surakarta chooses and consumes coffee. Published in Jurnal Multidisiplin Madani (MUDIMA) in August 2026, the study found that affordability, an in-person coffee-shop experience, and cold beverages are central to the preferences of the 30 Gen Z consumers surveyed.
The findings are relevant as Indonesia's coffee market continues to grow and coffee shops increasingly function as social and lifestyle spaces rather than simply places to buy beverages. Indonesia produced 813.34 thousand metric tons of dried coffee beans in 2024, up 7.19% from the previous year, according to data cited in the study.
Why Gen Z Matters to Indonesia's Coffee Industry
Generation Z, broadly defined in the article as people born between 1997 and 2012, represents a major consumer group in Indonesia. The study cites data showing that Gen Z accounts for approximately 27.94% of Indonesia's population, or around 74.93 million people.
For coffee businesses, this demographic represents an important market because purchasing decisions can be shaped by income, lifestyle, convenience, social interaction and product preferences.
Surakarta, also known as Solo, provides a useful local setting for examining these behaviors. The city has experienced development in its economy, social environment and service sector, creating opportunities for coffee-shop businesses.
Yet the researchers note that relatively little empirical research has examined Gen Z coffee consumption at the local level, particularly beyond general marketing preferences. Their study therefore provides a localized picture of consumer behavior in Surakarta.
How the Study Was Conducted
The researchers used a descriptive quantitative survey in Surakarta. They collected primary data through structured questionnaires and interviews with 30 Generation Z coffee consumers who lived in the city.
Participants were selected using accidental sampling, meaning researchers approached available respondents who met the study's criteria. The researchers also used secondary information from the Central Statistics Agency, scientific articles and other relevant literature.
The responses were grouped into categories and analyzed using percentages to identify patterns in demographic characteristics, purchasing behavior, consumption habits and coffee preferences.
The authors explicitly caution that the sample represents the respondents studied and should not be interpreted as representative of all Generation Z consumers in Surakarta.
Who Are the Gen Z Coffee Consumers in the Study?
The respondent profile shows a predominantly young and student-based consumer group.
- 57% were women, compared with 43% men.
- 63% were aged 17–21, while 37% were aged 22–26.
- 90% were college students.
- 67% reported monthly income or allowance below Rp500,000.
The income finding is particularly important for coffee-shop businesses. Despite relatively limited purchasing power, respondents still consumed coffee, suggesting that accessible pricing can play a significant role in maintaining demand among student consumers.
Offline Coffee Shops Still Win
One of the clearest findings is the overwhelming preference for buying coffee in person.
A striking 97% of respondents preferred visiting a coffee shop directly, while only 3% preferred ordering through an application.
This finding suggests that coffee consumption among the surveyed Gen Z consumers is about more than the beverage itself.
Coffee shops can function as places to meet friends, socialize, study, discuss ideas or simply spend time in a comfortable environment. The researchers connect this behavior with previous literature describing coffee consumption as having social and symbolic dimensions.
More than half of the respondents had also been drinking coffee for more than three years, suggesting that coffee had become an established part of their routines rather than an occasional purchase.
Price Matters More Than Coffee Quality
When respondents were asked why they chose a particular coffee-buying location, price was the leading factor.
The results showed:
- 33% chose a location because prices were relatively inexpensive.
- 27% prioritized a comfortable place.
- 17% preferred locations close to home.
- 13% considered facilities such as Wi-Fi important.
- 7% selected locations based on taste.
- 3% cited coffee quality.
The result does not mean product quality is irrelevant. Instead, it suggests that for this particular group of young consumers, affordability and the overall experience may be more immediate purchasing considerations.
The researchers therefore argue that coffee-shop businesses should look beyond the beverage itself. Competitive prices, comfortable spaces, accessible locations and useful facilities can strengthen a shop's appeal in a competitive market.
Cold Coffee Dominates Preferences
Another strong preference emerged around serving temperature.
Seventy percent of respondents preferred cold coffee, while 30% preferred hot coffee.
The popularity of cold coffee may reflect broader changes in how younger consumers experience coffee. Cold beverages can offer more variety in flavor, presentation and serving style, while also fitting different social and lifestyle settings.
For coffee businesses, the finding suggests that cold coffee products could deserve particular attention when developing menus for this consumer segment. At the same time, the 30% preference for hot coffee shows that traditional coffee products still have a place in the market.
What the Findings Mean for Coffee Businesses
The study provides several practical signals for coffee-shop owners targeting Gen Z consumers in Surakarta.
First, affordability matters. A large share of respondents had limited monthly income, making competitive pricing an important consideration.
Second, the physical coffee-shop experience remains valuable. The 97% offline preference indicates that digital ordering does not necessarily replace the social and experiential functions of coffee shops.
Third, comfort and accessibility matter. Comfortable spaces and convenient locations ranked ahead of several product-specific attributes.
Fourth, cold beverages represent a significant opportunity. With 70% of respondents preferring cold coffee, businesses may benefit from maintaining diverse cold-coffee options while preserving product quality.
The findings also have implications for the broader creative economy in Surakarta because coffee shops can operate as social and community spaces in addition to retail businesses.
Author Perspective
The study's findings indicate that Gen Z coffee consumption in Surakarta is shaped by demographic characteristics, purchasing power, price sensitivity and product presentation preferences. The researchers emphasize that coffee-shop businesses need to understand these factors when developing products and services for younger consumers.
Rahmawati Setiyani, S.Hut., M.Sc., is affiliated with Universitas Duta Bangsa Surakarta and is listed by the university as a lecturer and head of its S1 Agribusiness program. Her academic background and institutional role are connected to agribusiness and agricultural-product development.
Lathifah Khairani is affiliated with Universitas Bengkulu, while Rajendra Agidya Putra is affiliated with Universitas Duta Bangsa Surakarta.
Publicly available institutional records identify Lathifah Khairani with a master's-level academic background in agribusiness management, but the article itself does not state an academic degree for her or Rajendra Agidya Putra.
What Comes Next?
The researchers recommend studies with larger samples and broader coverage to obtain a more comprehensive picture of Generation Z coffee consumption.
That limitation is important. The study's 30 respondents provide useful descriptive evidence, but the results should not be generalized to all Gen Z consumers in Surakarta or Indonesia.
Even so, the research offers a clear message for businesses: young coffee consumers may be price-conscious, but they still value the physical coffee-shop experience. For this group, a successful coffee business may need to combine affordable products with a comfortable environment, convenient location, useful facilities and appealing cold beverages.
Source
Article: “Characteristics of Generation Z Coffee Consumers in Surakarta: A Study of Behavior and Preferences”
Authors: Rahmawati Setiyani, Lathifah Khairani, Rajendra Agidya Putra
Journal: Jurnal Multidisiplin Madani (MUDIMA), Vol. 6, No. 8
Publication: August 2026
Pages: 1141–1147
DOI: https://doi.org/10.55927/mudima.v6i8.116
Official journal: https://journalmudima.my.id/index.php/mudima
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