IDENTIFIKASI MOTIVASI UTILITARIAN DAN HEDONIK DALAM PEMILIHAN COFFEE SHOP DI KALANGAN MAHASISWA

Abstract

Coffee shops accommodate both the academic and recreational activities of university students, yet the underlying motivational dynamics driving their selection warrant further investigation. This study explores the significance of utilitarian benefits and hedonic experiences, the relationship between the two, and the role of the visit context in coffee shop selection. An exploratory qualitative approach was employed, utilizing thematic analysis of interviews with 24 informants. Five themes emerged: support for task completion; the pursuit of pleasure; comfort as a bridge between practical benefits and enjoyable experiences; the reordering of priorities; and the negotiation of choices amidst resource constraints. These two motivations may operate concurrently, sequentially, or competitively or be intentionally kept separate. Priorities are shaped by objectives, social interactions, budget, accessibility, and facilities. Acceptance of potential price increases may be accompanied by an intention to reduce visit frequency. Coffee shop selection reflects a situational alignment among the venue, the activity, and available resources. The study contributes by elucidating the motivational dynamics at the level of individual visit episodes. Operators should tailor spaces, facilities, and services to accommodate diverse needs. Findings are limited to reported experiences and intentions; longitudinal research is required to examine actual behavior.