Psychographic Segmentation of Generation Z Coffee Shop Customers: An Activities, Interests, and Opinions (AIO) Approach

Ferina Hendra; Yati Rohayati; Budi Sulistyo

doi:10.32535/ijabim.v11i2.4721

Psychographic Segmentation of Generation Z Coffee Shop Customers: An Activities, Interests, and Opinions (AIO) Approach

Ferina Hendra, Yati Rohayati, Budi Sulistyo

Abstract

Coffee shops increasingly function as social and experiential spaces, making demographic profiles alone insufficient for understanding Generation Z customers. This study aims to identify psychographic segments among urban Generation Z coffee shop consumers in Indonesia using the Activities, Interests, and Opinions (AIO) framework. This quantitative study employed survey data from 285 respondents, primarily from Bandung and Jakarta, and analyzed them using K-means clustering based on four context-specific psychographic dimensions. The optimal three-cluster solution (silhouette coefficient = 0.575) identified Community Adventurers (33.33%), Aesthetic Socializers (33.68%), and Community-Oriented Selective Explorers (32.98%). One-way analysis of variance and Tukey tests indicated balanced psychographic profiles in the first two clusters, whereas trend consciousness was significantly lower in the third cluster (p < 0.001). Age, occupation, monthly income, and expenditure per visit were associated with segment membership, whereas gender and visit frequency were not. These findings demonstrate that context-specific psychographic segmentation provides actionable insights for developing targeted marketing strategies for urban coffee shop businesses.

Keywords

AIO; Coffee Shop; Customer Segmentation; Generation Z; K-Means Clustering

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DOI: https://doi.org/10.32535/ijabim.v11i2.4721