Affiliations:
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
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.
Consumer behavior, Coffee beverages, Social influence, Psychological factors, Urban lifestyle
https://doi.org/10.21833/ijaas.2025.12.019
Lubis, Z., Martial, T., Safitri, S. A., Ilvira, R. F., Siregar, R. S., & 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. https://doi.org/10.21833/ijaas.2025.12.019