Kajian Gaya Hidup Generasi Z dalam Upaya “Social Climbing” Coffee Shop di Kota Medan

Abstract

This study aims to explore the lifestyle of Generation Z in their pursuit of social climbing within coffee shops located in Medan. Generation Z, characterized by their upbringing in the digital era, exhibits distinct traits and preferences compared to previous generations, particularly regarding product consumption and social interactions.Coffee shops have emerged as popular social spaces for Generation Z, serving not only as venues for enjoying coffee but also as environments for gathering, working, and networking. The research employs a qualitative approach, utilizing in-depth interviews and participatory observation to gain insights into the motivations, preferences, and behaviors of Generation Z in these settings.Findings indicate that the lifestyle of Generation Z in coffee shops is significantly influenced by factors such as social media trends, the need to display social status, and the desire to expand their social networks. Moreover, coffee shops in Medan have evolved into more than mere coffee consumption spots; they represent spaces for identity formation and self-expression.This research contributes to a deeper understanding of how Generation Z leverages coffee shops as a means to achieve social climbing and strengthen their social connections amidst the complexities of urban life. The implications of these findings highlight the intersection of consumer behavior, social identity, and the evolving cultural landscape in which Generation Z operates