YOUNG GENERATION PURCHASE PATTERNS OF BOBA AND COFFEE DRINKS IN BANYUMAS REGENCY, INDONESIA

Abstract

Changes in consumption patterns, especially in the millennial generation, are driving the emergence of contemporary drinks. Among the contemporary drinks that are currently popular among the younger generation are Boba and coffee drinks. The research aims to determine consumer characteristics and purchasing patterns of boba and coffee drinks in Banyumas Regency. The research method uses qualitative methods with descriptive analysis. Data were collected through a web-based method (G-Forms) with a total of 188 consumers as respondents. The research results show that consumer purchasing patterns are related to preferences for the type of drink, the number of transactions and the number of cups purchased per transaction, cup size preferences, and time of purchase.