The Lifestyle of the Urban Community (Study on Coffee Lovers in coffee Shop Excelso)

For modern society, stopped at the coffee shop has become a necessity and has become a habit to just relax or to find a variety of entertainment in the middle of the hectic routines. Sitting for a while and drinking a cup of coffee are a special pleasure. Conferring with business relation feels more relaxed and warm. Today, many people chose to hold a meeting with the business relation in this place because the place is not too formal and representative. Hence, the atmosphere of familiarity would be more noticeably than meeting at the Office. The existence of a coffee shop in Makassar grew like mushrooms in the rainy season. Presence of a coffee shop answer the needs of a space that can be used to meet friends or to discuss various things accompanied by a cup of favorite drink (coffee) in a comfortable atmosphere. Coffee shops are also sometimes considered as a cafe for those who live in modern urban culture. Although its function is the same namely a place where people could drink coffee while chatting, but the cafe is in the definition of the different cultures. Therefore, its cultural definition is different from coffee shops in traditional societies. Coffee shops have become a phenomenon that is interesting in a number of major cities such as Makassar. A coffee shop is a public space and becomes a place for community of all layers to discuss, meet and create a lot of ideas. Coffee shops as a public space in the early emergence only belongs to the man. It proves one thing that getting together and having a chat are not just the monopoly of women. This study focused on direct observation of the habits of a group of individuals who love to spend his time in the coffee shop Excelso. In order to analyze the phenomenon, the researchers used a qualitative research method and used theories about the Community consumption advanced by Jean Baudrillard. In this paper, it has been revealed that the habits of a group of individuals who have claimed that a visit to the coffee shop has become a daily activity that must be performed. It has become a part of lifestyle with a variety of reasons and purposes