International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 12, Issue 12 (December 2025), Pages: 220-228

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 Original Research Paper

Social and psychological drivers of coffee-based beverage consumption: A study in Medan’s urban coffee shops

 Author(s): 

 Zulkarnain Lubis 1, Tri Martial 2, Sri Ariani Safitri 3, Rika Fitri Ilvira 3, *, Rahma Sari Siregar 3, Syahbudin Hasibuan 4

 Affiliation(s):

  1Post Graduate Program, Universitas Medan Area, North Sumatra, Indonesia
  2Department of Agriculture, Faculty of Science and Technology, Universitas Tjut Nyak Dhien, North Sumatra, Indonesia
  3Department of Agribusiness, Faculty of Agriculture, Universitas Medan Area, North Sumatra, Indonesia
  4Department of Agrotechnology, Faculty of Agriculture, Universitas Medan Area, North Sumatra, Indonesia

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 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0003-3653-7777

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2025.12.019

 Abstract

This study investigates consumer behavior in purchasing coffee-based beverages in coffee shops across Medan, the capital of North Sumatra, Indonesia, in the context of increasing coffee consumption and changing urban lifestyles. Using purposive sampling to select coffee shops and accidental sampling to identify consumers, data were gathered from 210 respondents. The results show that social factors significantly influence beverage preferences, gender differences, and visit duration, but they do not lead to coffee dependence. Psychological factors mainly shape beverage preferences without affecting dependency. Demographic variables such as gender and education level also play a role, reflecting social norms and self-image. Overall, the findings indicate that consumers’ purchasing decisions are driven more by social and psychological considerations than by an actual need for coffee, suggesting important implications for marketers and policymakers concerned with urban lifestyle trends and responsible consumption.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Consumer behavior, Coffee beverages, Social influence, Psychological factors, Urban lifestyle

 Article history

 Received 30 June 2025, Received in revised form 26 September 2025, Accepted 28 November 2025

 Acknowledgment

This research was funded by a grant from the Ministry of Education, Culture, Research, and Technology of the Republic of Indonesia through the Directorate of Research, Technology, and Community Service (DRTPM) in 2024. We are sincerely grateful for this support, which made it possible to conduct our study. We are sincerely grateful for this support, which made it possible to conduct our study. We also wish to extend our appreciation to all participants, students, coffee shop owners, and institutions who contributed their time and resources to the successful completion of this research. 

 Compliance with ethical standards

 Ethical considerations

This study involved the voluntary participation of adult respondents. All participants were informed about the purpose of the research, and informed consent was obtained prior to data collection. No personal identifiers were recorded, and the data were analyzed anonymously to ensure confidentiality.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Lubis Z, Martial T, Safitri SA, Ilvira RF, Siregar RS, and Hasibuan S (2025). Social and psychological drivers of coffee-based beverage consumption: A study in Medan’s urban coffee shops. International Journal of Advanced and Applied Sciences, 12(12): 220-228

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 Figures

  Fig. 1 

 Tables

  Table 1  Table 2  Table 3  Table 4

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