Abstract
The aim of this study is to discuss the difference in motivation in coffee consumption and awareness of its effect on peoples. For this research, we will conduct a past literature review made from 23 papers that are being synthesized. The analysis of the literature found that customer preferences influencing coffee purchases are: Taste, product design, ambiance, brand influence, location accessibility, and price are the most customer preferences on their purchasing of coffee. These preferences will determine the choices of customers in choosing a coffee shop to make a purchase and will determine any differences in the purchasing power of coffee. The limitation of this research is that this research only studies customers’ preferences for coffee shops. The findings of this study will be useful for the stakeholders, coffee shop owners, and coffee shop consumers in different areas of Jakarta. In the future, the qualitative and quantitative research process can be conducted to reconfirm and to improve the findings of this paper.
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