Kaffa: The Black Pearl as Forming Consumer Behavior in Industry 4.0

摘要

Changes which occurred in the consumption behavior of coffee drinkers can not be separated from the impact of socio-cultural changes and the development of existing technologies, thus resulting in the intensity of consumer behavior are higher among people currently taking. The purpose of this study was to determine the behavior of consumption, coffee drinkers, coffee phenomenon transition and the impact of globalization on the phenomenon of coffee in the city of Malang. The theory used is the theory of Jean Baudrillard consumption society. This study uses descriptive qualitative method with phenomenological approach. To collect data in research activities required methods or techniques of data collection, such as: Observations and interviews. While the research results show that coffee drinkers have caused their consumer behavior as encouragement of globalization, in addition to the coffee transition is also caused by the effects of globalization.