Fast Food as a Lifestyle of Urban Teenagers: A Study of Visitors to the Janji Jiwa Coffee Shop in the City of Padang
M. Abdi Azzara
, Eka Vidya Putra
, Haldi Patra
Universitas Negeri Padang, Padang, Sumatera Barat, Indonesia
ekavidyaputra@gmail.com
Abstract
The second wave of the development of drinking coffee is characterized by consumers who attach importance to experience rather than flavour. One such place is Janji Jiwa, a franchise coffee shop that opened widely in Indonesia. The assumption in studying the nature of the fast food principle is related to limited free time. At the same time, visitors are dominated by urban youth groups who are not limited to free time. This paper seeks to examine the opinions of teenage visitors to the Janji Jiwa coffee shop about the principles of fast food restaurants that represent the lifestyle of urban people. This research was qualitative, and data were obtained through interviews, observations, and documentation. The study's result shows that for visitors, the principle of fast food is a symbol of modernity and relates to the characteristics of urban teenagers. The dimension of efficiency not only benefits the management of the coffee shop but also provides accessibility value for visitors. It can be viewed from production speed, self-service, Grab and Go, and cashless payments. Despite an attempt to strip off traditional methods, fast food service has become a form of cultural domination or oppression of individuals in society that reach into lifestyle areas. Thus, the principle of fast food is a form of improvement in the capitalist system.
Keywords
coffee shop, lifestyle, mcdonaldization, urban society
References
Andani, D. (2020, Februari 8). Mau Buka Usaha Kopi Janji Jiwa? Segini Investasi dan Keuntungannya. Diambil 20 Oktober 2022, dari Enterpreneur website: https://entrepreneur.bisnis.com/read/20200208/263/1198891/mau-buka-usaha-kopi-janji-jiwa-segini-investasi-dan-keuntungannya
Argenti, G. (2019). Globalisasi dan Dampaknya bagi Negara Dunia Ketiga. The Indonesian Journal Of Politics And Policy (IJPP), 1(1), 41–51. https://doi.org/10.35706/ijpp.v1i1.1645
Aziz, I. (2001). Galaksi Simulacra. Yogyakarta: LKiS.
Azzara, M. A., Azwar, & Baiko, E. (2021). Masyarakat Konsumsi dan Simulasi Pengunjung Coffee Shop Janji Jiwa di Kota Padang. Jurnal Socius: Journal of Sociology Research and Education, 8(2), 86–99. https://doi.org/10.24036/scs.v8i2.366
Baudrillard, J. P. (1970). Masyarakat Konsumsi. Bantul: Kreasi Wacana.
Christiani, L. C. (2018). Dimensi Mcdonalisasi Lazada Online Mall: Sebuah model modernisasi sistem belanja. Jurnal Komunikasi dan Kajian Media, 2(1), 18–31. https://doi.org/10.31002/JKKM.V2I1.757
Darmiji, A. (2013). Herbert Marcuse tentang Maysrakat Satu Dimensi. Ilmu Ushuluddin, 1(6), 115–526. https://doi.org/https://doi.org/10.15408/ilmu-ushuluddin.v1i6.1027
Duarte Romero, A. (2019). Ciudad es estilo: una definición estética de lo urbano. kult-ur.Revista interdisciplinària sobre la cultura de la ciutat, 6(12), 63–82. https://doi.org/10.6035/kult-ur.2019.6.12.2
Faizah, A. (2020). Pengaruh Kemudahan E-Commerce Shopee Terhadap Perilaku Konsumtif Mahasiswa: dalam tinjauan teori McDonaldisasi George Ritzer (Universitas Islam Negeri Sunan Ampel Surabaya; Vol. 1). Universitas Islam Negeri Sunan Ampel Surabaya. Diambil dari http://digilib.uinsby.ac.id/id/eprint/44324
Famely, M. (2022, Agustus 19). Starbucks Resmi Punya 500 Gerai di Indonesia. Diambil 20 Oktober 2022, dari Kompas.com website: https://www.kompas.com/properti/read/2022/08/29/143000821/starbucks-resmi-punya-500-gerai-di-indonesia
Giswandhani, M., & Hilmi, A. Z. (2020). Pengaruh Kemudahan Transaksi Non Tunai terhadap Sikap Konsumtif Masyarakat Kota Makasar. Kareba Komunikasi, 9(2), 239. https://doi.org/https://doi.org/10.31947/kareba.vi.11380
Gunawan, & Megahati, E. J. (2018). Industri Kopi Indonesia dan Third Wafe Coffe Culture. Universitas Katolik Parahyangan.
Herlyana, E. (2012). Fenomena Coffee Shop sebagai Gejala Gaya Hidup Baru Kaum Muda. ThaqÃfiyyÃT, 13(1), 188–204.
Jamaludin, A. N. (2017). Sosiologi Perkotaan. Bandung: CV Pustaka Setia.
Jani, D., & Han, H. (2015). Influence of environmental stimuli on hotel customer emotional loyalty response: Testing the moderating effect of the big five personality factors. International Journal of Hospitality Management, 44(1), 48–57. https://doi.org/10.1016/j.ijhm.2014.10.006
Kivisto, P., & Ritzer, G. (2016). The Weberian Theory of Rationalization and the McDonaldization of Contemporary Society. In Illuminating Social Life: Classical and Contemporary Theory Revisited. https://doi.org/10.4135/9781506335483.n3
Lase, F. J. (2015). McDonaldisasi Melalui Praktik Jurnalisme Hibrida di Kompasiana. Jurnal ILMU KOMUNIKASI, 11(2), 135–149. https://doi.org/10.24002/jik.v11i2.414
Malini, H. (2021). Gaya Konsumsi dan Perilaku Konsumen Generasi Z di Warung Kopi. Prosiding Seminar Nasional, 34–44. SATIESP.
Marcuse, H. (2016). Manusia Satu Dimensi. Bantul: Narasi Pustaka Promethea.
Moxon, D. (2011). Consumer culture and the 2011 “Riots.” Sociological Research Online, 16(4), 1–5. https://doi.org/10.5153/sro.2539
Muawaah, I. (2019). Fenomena Maraknya Coffe Shop sebagai Gejala Gaya Hidup Anak Muda di Kota Metro (Institut Agama Islam Metro). Institut Agama Islam Metro. Diambil dari https://repository.metrouniv.ac.id/id/eprint/683
Mufidah, N. (2012). Pola Konsumsi Masyarakat Perkotaan: Studi Deskriptif Pemanfaatan Foodcourt oleh Keluarga. BioKultur, 1(2), 123–765.
Noviani, R., & Jesica, E. S. (2021). Selling Spectacular Urban Life: Urban Space and Lifestyle in the Promotion Media of Apartment in Yogyakarta. Journal of Urban Society’s Arts, 8(1), 36–48. https://doi.org/10.24821/jousa.v8i1.5223
Piliang, Y. A. (2011). Sebuah Dunia yang Dilipat. Bandung: Pustaka Matahari.
Putri, K. S. R. (2020). Perilaku gaya hidup konsumtif perempuan penikmat kopi di cliq coffee jakarta (UIN Syarif Hidayatullah Jakarta). UIN Syarif Hidayatullah Jakarta. Diambil dari https://repository.uinjkt.ac.id/dspace/handle/123456789/55515
Ritzer, G. (2014). McDonaldisasi Masyarakat. Yogyakarta: Pustaka Pelajar.
Ritzer, G. (2017). Developing insights into contemporary con(pro)sumer culture based on classical ideas in social theory. Journal of Historical Research in Marketing, 9(1). https://doi.org/10.1108/JHRM-05-2016-0009
Rosenbaum, E. F. (1999). Against naive materialism: culture, consumption and the causes of inequality. Cambridge Journal of Economics, 23(3), 317–336. Diambil dari http://www.jstor.org/stable/23600485
Irnanningrat, S. N. S. (2016). Matinya Pertunjukan Musik. PROMUSIKA, 4(2). https://doi.org/10.24821/promusika.v4i2.2277
Sembiring, N. T. B. (2020). Gaya hidup Milenial: Studi Kasus Pengunjung Cafe Live Musik Holywing di Kota Medan (Universitas Sumatera Utara). Universitas Sumatera Utara. Diambil dari http://repositori.usu.ac.id/handle/123456789/27681
Solikatun, S., Kartono, D. T., & Demartoto, A. (2018). Perilaku Konsumsi Kopi sebagai Budaya Masyarakat Konsumsi (Studi fenomenologi pada peminum kopi di kedai kopi Kota Semarang). Jurnal Analisa Sosiologi, 4(1). https://doi.org/10.20961/jas.v4i1.17410
Stanić, S. (2016). Fundamental Attributes of the Theory of Consumption in the Work of Jean Baudrillard, Pierre Bourdieu, and George Ritzer. Revija za sociologiju, 46(1). https://doi.org/10.5613/rzs.46.1.2
Sullivan, O., & Gershuny, J. (2004). Inconspicuous consumption: Work-rich, time-poor in the liberal market economy. Journal of Consumer Culture, 4(1). https://doi.org/10.1177/1469540504040905
Susilo, F. (2015). Fragmentasi Manusia dalam Kultur Makan Masa Kini. Melintas, 31(2), 145–168. https://doi.org/https://doi.org/10.26593/mel.v31i2.1625.201-219
Teguh, C., Fkip, D., Sanata, U., Yogyakarta, D., Affandi, J., & Mrican, G. (2010). Pengaruh Media Massa dan Pengetahuan tentang Teknologi Informasi terhadap Pemanfaatan Teknologi Informasi dan Tingkat Modernitas Generasi Muda Kota Yogyakarta. Jurnal Yogya, 8(1), 95.
Ufrida, K., & Harianto, S. (2022). Konsumerisme Makanan Siap Saji sebagai Gaya Hidup Remaja di Kota Surabaya: Studi Kasus Siswi Sma Muhammadiyah 4 Kota Surabaya. Jurnal Analisa Sosiologi, 11(1). https://doi.org/10.20961/jas.v11i1.57134
ekavidyaputra@gmail.com
Abstract
The second wave of the development of drinking coffee is characterized by consumers who attach importance to experience rather than flavour. One such place is Janji Jiwa, a franchise coffee shop that opened widely in Indonesia. The assumption in studying the nature of the fast food principle is related to limited free time. At the same time, visitors are dominated by urban youth groups who are not limited to free time. This paper seeks to examine the opinions of teenage visitors to the Janji Jiwa coffee shop about the principles of fast food restaurants that represent the lifestyle of urban people. This research was qualitative, and data were obtained through interviews, observations, and documentation. The study's result shows that for visitors, the principle of fast food is a symbol of modernity and relates to the characteristics of urban teenagers. The dimension of efficiency not only benefits the management of the coffee shop but also provides accessibility value for visitors. It can be viewed from production speed, self-service, Grab and Go, and cashless payments. Despite an attempt to strip off traditional methods, fast food service has become a form of cultural domination or oppression of individuals in society that reach into lifestyle areas. Thus, the principle of fast food is a form of improvement in the capitalist system.Keywords
coffee shop, lifestyle, mcdonaldization, urban societyReferences
Andani, D. (2020, Februari 8). Mau Buka Usaha Kopi Janji Jiwa? Segini Investasi dan Keuntungannya. Diambil 20 Oktober 2022, dari Enterpreneur website: https://entrepreneur.bisnis.com/read/20200208/263/1198891/mau-buka-usaha-kopi-janji-jiwa-segini-investasi-dan-keuntungannya
Argenti, G. (2019). Globalisasi dan Dampaknya bagi Negara Dunia Ketiga. The Indonesian Journal Of Politics And Policy (IJPP), 1(1), 41–51. https://doi.org/10.35706/ijpp.v1i1.1645
Aziz, I. (2001). Galaksi Simulacra. Yogyakarta: LKiS.
Azzara, M. A., Azwar, & Baiko, E. (2021). Masyarakat Konsumsi dan Simulasi Pengunjung Coffee Shop Janji Jiwa di Kota Padang. Jurnal Socius: Journal of Sociology Research and Education, 8(2), 86–99. https://doi.org/10.24036/scs.v8i2.366
Baudrillard, J. P. (1970). Masyarakat Konsumsi. Bantul: Kreasi Wacana.
Christiani, L. C. (2018). Dimensi Mcdonalisasi Lazada Online Mall: Sebuah model modernisasi sistem belanja. Jurnal Komunikasi dan Kajian Media, 2(1), 18–31. https://doi.org/10.31002/JKKM.V2I1.757
Darmiji, A. (2013). Herbert Marcuse tentang Maysrakat Satu Dimensi. Ilmu Ushuluddin, 1(6), 115–526. https://doi.org/https://doi.org/10.15408/ilmu-ushuluddin.v1i6.1027
Duarte Romero, A. (2019). Ciudad es estilo: una definición estética de lo urbano. kult-ur.Revista interdisciplinària sobre la cultura de la ciutat, 6(12), 63–82. https://doi.org/10.6035/kult-ur.2019.6.12.2
Faizah, A. (2020). Pengaruh Kemudahan E-Commerce Shopee Terhadap Perilaku Konsumtif Mahasiswa: dalam tinjauan teori McDonaldisasi George Ritzer (Universitas Islam Negeri Sunan Ampel Surabaya; Vol. 1). Universitas Islam Negeri Sunan Ampel Surabaya. Diambil dari http://digilib.uinsby.ac.id/id/eprint/44324
Famely, M. (2022, Agustus 19). Starbucks Resmi Punya 500 Gerai di Indonesia. Diambil 20 Oktober 2022, dari Kompas.com website: https://www.kompas.com/properti/read/2022/08/29/143000821/starbucks-resmi-punya-500-gerai-di-indonesia
Giswandhani, M., & Hilmi, A. Z. (2020). Pengaruh Kemudahan Transaksi Non Tunai terhadap Sikap Konsumtif Masyarakat Kota Makasar. Kareba Komunikasi, 9(2), 239. https://doi.org/https://doi.org/10.31947/kareba.vi.11380
Gunawan, & Megahati, E. J. (2018). Industri Kopi Indonesia dan Third Wafe Coffe Culture. Universitas Katolik Parahyangan.
Herlyana, E. (2012). Fenomena Coffee Shop sebagai Gejala Gaya Hidup Baru Kaum Muda. ThaqÃfiyyÃT, 13(1), 188–204.
Jamaludin, A. N. (2017). Sosiologi Perkotaan. Bandung: CV Pustaka Setia.
Jani, D., & Han, H. (2015). Influence of environmental stimuli on hotel customer emotional loyalty response: Testing the moderating effect of the big five personality factors. International Journal of Hospitality Management, 44(1), 48–57. https://doi.org/10.1016/j.ijhm.2014.10.006
Kivisto, P., & Ritzer, G. (2016). The Weberian Theory of Rationalization and the McDonaldization of Contemporary Society. In Illuminating Social Life: Classical and Contemporary Theory Revisited. https://doi.org/10.4135/9781506335483.n3
Lase, F. J. (2015). McDonaldisasi Melalui Praktik Jurnalisme Hibrida di Kompasiana. Jurnal ILMU KOMUNIKASI, 11(2), 135–149. https://doi.org/10.24002/jik.v11i2.414
Malini, H. (2021). Gaya Konsumsi dan Perilaku Konsumen Generasi Z di Warung Kopi. Prosiding Seminar Nasional, 34–44. SATIESP.
Marcuse, H. (2016). Manusia Satu Dimensi. Bantul: Narasi Pustaka Promethea.
Moxon, D. (2011). Consumer culture and the 2011 “Riots.” Sociological Research Online, 16(4), 1–5. https://doi.org/10.5153/sro.2539
Muawaah, I. (2019). Fenomena Maraknya Coffe Shop sebagai Gejala Gaya Hidup Anak Muda di Kota Metro (Institut Agama Islam Metro). Institut Agama Islam Metro. Diambil dari https://repository.metrouniv.ac.id/id/eprint/683
Mufidah, N. (2012). Pola Konsumsi Masyarakat Perkotaan: Studi Deskriptif Pemanfaatan Foodcourt oleh Keluarga. BioKultur, 1(2), 123–765.
Noviani, R., & Jesica, E. S. (2021). Selling Spectacular Urban Life: Urban Space and Lifestyle in the Promotion Media of Apartment in Yogyakarta. Journal of Urban Society’s Arts, 8(1), 36–48. https://doi.org/10.24821/jousa.v8i1.5223
Piliang, Y. A. (2011). Sebuah Dunia yang Dilipat. Bandung: Pustaka Matahari.
Putri, K. S. R. (2020). Perilaku gaya hidup konsumtif perempuan penikmat kopi di cliq coffee jakarta (UIN Syarif Hidayatullah Jakarta). UIN Syarif Hidayatullah Jakarta. Diambil dari https://repository.uinjkt.ac.id/dspace/handle/123456789/55515
Ritzer, G. (2014). McDonaldisasi Masyarakat. Yogyakarta: Pustaka Pelajar.
Ritzer, G. (2017). Developing insights into contemporary con(pro)sumer culture based on classical ideas in social theory. Journal of Historical Research in Marketing, 9(1). https://doi.org/10.1108/JHRM-05-2016-0009
Rosenbaum, E. F. (1999). Against naive materialism: culture, consumption and the causes of inequality. Cambridge Journal of Economics, 23(3), 317–336. Diambil dari http://www.jstor.org/stable/23600485
Irnanningrat, S. N. S. (2016). Matinya Pertunjukan Musik. PROMUSIKA, 4(2). https://doi.org/10.24821/promusika.v4i2.2277
Sembiring, N. T. B. (2020). Gaya hidup Milenial: Studi Kasus Pengunjung Cafe Live Musik Holywing di Kota Medan (Universitas Sumatera Utara). Universitas Sumatera Utara. Diambil dari http://repositori.usu.ac.id/handle/123456789/27681
Solikatun, S., Kartono, D. T., & Demartoto, A. (2018). Perilaku Konsumsi Kopi sebagai Budaya Masyarakat Konsumsi (Studi fenomenologi pada peminum kopi di kedai kopi Kota Semarang). Jurnal Analisa Sosiologi, 4(1). https://doi.org/10.20961/jas.v4i1.17410
Stanić, S. (2016). Fundamental Attributes of the Theory of Consumption in the Work of Jean Baudrillard, Pierre Bourdieu, and George Ritzer. Revija za sociologiju, 46(1). https://doi.org/10.5613/rzs.46.1.2
Sullivan, O., & Gershuny, J. (2004). Inconspicuous consumption: Work-rich, time-poor in the liberal market economy. Journal of Consumer Culture, 4(1). https://doi.org/10.1177/1469540504040905
Susilo, F. (2015). Fragmentasi Manusia dalam Kultur Makan Masa Kini. Melintas, 31(2), 145–168. https://doi.org/https://doi.org/10.26593/mel.v31i2.1625.201-219
Teguh, C., Fkip, D., Sanata, U., Yogyakarta, D., Affandi, J., & Mrican, G. (2010). Pengaruh Media Massa dan Pengetahuan tentang Teknologi Informasi terhadap Pemanfaatan Teknologi Informasi dan Tingkat Modernitas Generasi Muda Kota Yogyakarta. Jurnal Yogya, 8(1), 95.
Ufrida, K., & Harianto, S. (2022). Konsumerisme Makanan Siap Saji sebagai Gaya Hidup Remaja di Kota Surabaya: Studi Kasus Siswi Sma Muhammadiyah 4 Kota Surabaya. Jurnal Analisa Sosiologi, 11(1). https://doi.org/10.20961/jas.v11i1.57134
