Hedonic and Utilitarian Motives of Coffee Shop Customer in Makassar, Indonesia

This study aims to determine the hedonic and utilitarian motives behind consumer decisions to drink coffee in a coffee shop in the city of Makassar, South Sulawesi, Indonesia. To know these motives, this study used a qualitative approach, which aims to explore the true meaning of the reason for the consumption of coffee in a coffee shop. Research informants as many as 16 people, which is obtained by using purposive sampling. The results showed that: (1) the motives that belong to the hedonic motives that influence the customer's decision in choosing the coffee shop is, (a). adventure motif, (b). habitual buying motive, (c). emotional and familial relationships motive, (d). gratification motive, (e). socialization motive, and (2). Motifs that belong to the utilitarian motives are: (a). Location motive, (b). egalitarian motive, (c). Telecommuting motive, (d). motif taste and price of the product, and (e). mediation motive. Keywords: Hedonic and Utilitarian Motives, Coffee sho