Caffe Shop Business: Trend Gaya Hidup Milenial, Identitas Sosial Dan Desain Coffee Shop

Abstrak

The aim of this research is to determine millennial lifestyle trends, social identity and coffee shop design for millennials. Apart from that, this research can also help advance understanding, especially understanding of the phenomena of human behavior that make cafes a place to demonstrate social class. This research was conducted using phenomenological research and qualitative descriptive methodology. The informants used were thirty millennials who like to spend time in upscale cafes as the main data source. The allocation is spread across three Bengkulu cafes. Data collection uses secondary data such as from books and articles. The analysis stages used are data collection, data reduction and presentation, and drawing conclusions. The findings show that the millennial generation in Bengkulu is encouraged to make cafes their second home because of demands for self-image related to their social class identification. The meaning that emerges from the hangout phenomenon over time and consistently shapes the ideas held by people who enjoy showing off their luxurious lifestyle on social media as a way to project an image of their high social status.