Abstract

Author:
Yusuf Enril Fathurrohman, Arif Prashadi Santosa, Alfato Yusnar Kharismasyah

Doi: 10.26480/mahj.02.2023.77.79

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Changes in consumption patterns, especially in the millennial generation, are driving the emergence of contemporary drinks. Among the contemporary drinks that are currently popular among the younger generation are Boba and coffee drinks. The research aims to determine consumer characteristics and purchasing patterns of boba and coffee drinks in Banyumas Regency. The research method uses qualitative methods with descriptive analysis. Data were collected through a web-based method (G-Forms) with a total of 188 consumers as respondents. The research results show that consumer purchasing patterns are related to preferences for the type of drink, the number of transactions and the number of cups purchased per transaction, cup size preferences, and time of purchase.