Citra Kopi Luwak dan Perubahan Gaya Hidup Masyarakat Urban :Studi tentang Dinamika Pola Konsumsi Kopi Luwak dari Coffee Shop di Yogyakarta.

MAYASARI, Kelly, Nurul Aini

2012 | Skripsi | Sosiologi

ABSTRACT Indonesia ranks fifth country as producers of coffee as well as coffee consumer countries with various kinds of coffee best. One of the finest types of coffee produced by Indonesia is called kopi luwak. Kopi luwak is the original type of fermented coffee naturally through the digestive system of a type of Civet or it is so called 'Asian' civet. Coffee beans can not be digested so that out along with the stool or called with brangkalan. Popularity and achievements brought the kopi luwak coffee as the most expensive coffee in the world. Ranging from television shows, soap operas, is present in the film, to be the fruit of the hand to the Prime Minister. Type of Civet coffee Arabica is the kind of interest because of the bitterness is balanced whereas the costliest kopi luwak beans are peaberry coffee beans produced from captive and wild forest Civet with manual selection by human hands. Formulation of the problem in this research is how the dynamics of Civet coffee consumption patterns took place in Yogyakarta, and how the form of the shift of consume the Civet coffee as a lifestyle. As the research shows a tendency for consumption of Civet coffee with the presence of the tavern-coffee shop that offers a menu of spesialty original coffee Indonesia, one of which is the Civet coffee. Type of approach to this research hermeneutik phenomenology with the workings of the studied phenomenon of the consumption patterns of kopi luwak, the phenomenon results from a person's interpretation of the experience of enjoying the Civet coffee and culture hang out or get some coffee, the dynamics of consumption patterns, experience informants enjoy kopi luwak as lifestyle, to the contribution of Civet coffee becomes a social drink in the middle of the community. The location chosen for the research is the Cafe 'Kopi Luwak' and 'KeiKo' Espresso Bar. Both locations were chosen to show the difference in their contributions to hang out activity gave birth to the lifestyle and culture of hanging out. Dedicated to the consumption of Civet coffee is no longer just consume aloe or personal needs alone but it turned out to be the consumption of ' sign ' and the value of the action. So the consumption patterns that are formed based on subject of consumption, consumption of objects based on the profile of the informants encountered, and frequency of consumption of Civet coffee. The observations showed that the form of shifts that occur with shift Cafe space views then and now, time to enjoy a coffee in the cafe or Civet coffee, and changes the subject of consumption based on class and his work. The existence of social consumption of Civet coffee and enjoy some leisure time, as well as the connoisseur class or leisure class. So that shows how the dynamics going on related to the pattern of consumption of Civet coffee in Yogyakarta. Those speculators to kopi luwak as an expensive drink resulted in manufacturers to keep rotating their business, while the market share of Civet coffee in Indonesia is not worth the production coupled with the large number of different types of coffee in Indonesia that could be an option for the public consumption of Indonesia itself. Instant coffee luwak is becoming a more popular product in order to reach the lower class of society.

Kata Kunci : Perubahan Gaya Hidup