Open Conference Systems, Seminar Nasional Sanata Dharma Berbagi: Seni dan Budaya 2023

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COFFEE CULTURE AND LIFE STYLE FROM FEMALE CONSUMER POINT OF VIEW
Mila Andria Savitri, Imam Santosa, Deny Willy Junaidy

Last modified: 2023-10-16

Abstract


Coffee culture and lifestyle in coffee shops is part of urban society, including women. This article will discuss the coffee culture among women from the perspective of several theories, including gender theory, the third space concept, and Maslow's hierarchy of needs theory.

In the context of gender theory, women may choose coffee shops as a place to escape from traditional gender role expectations or engage in activities related to social, cultural, and even economic aspects. According to the "third space" theory, coffee shops become a safe place providing environment for social interaction and activities. Meanwhile, according to Maslow's theory, coffee lifestyle can fulfill several levels of needs in the Maslow hierarchy, beyond physiological. Coffee lifestyle can serve the need for self-esteem and social relationships.

Coffee culture in coffee shops is not just a habit but also carry specific meanings, values, and symbols in women's lives. Coffee shops are not merely physical spaces for coffee consumption but places that reflect the evolving roles and needs of women in modern society. The research methods used in this study include literature review and field observations. This article aims to elucidate the relationship between lifestyle, coffee culture, and women consumers, examined through relevant theories.


Keywords


coffee culture, coffeeshop, female consumer, gender