Beyond a Beverage: An Ethnographic Study of Kopi Joss and Consumer Experience in Yogyakarta

Abstract

Kopi Joss, a traditional charcoal-infuse coffee from Yogyakarta, represents a distinctive cultural product with strong socio-economic relevance. Despite its popularity, its role in shaping consumer behavior and supporting small-scale business sustainability remains underexplored. This study aims to analyze the cultural significance, consumer preferences, and business potential of kopi joss within the angkringan setting. An ethnographic and exploratory approach was employed, combining participant observation, in-depth interviews, and a consumer survey conducted in major angkringan areas in Yogyakarta in August 2025. A total of 31 vendors and 51 consumers were included. Consumer analysis indicates that the majority of consumers are adults aged 18-55 years, followed by elderly groups (>55 years), including both domestic consumers and tourists. Consumer motivations are primarily driven by curiosity (31%), followed by unique sensory experience (25%), cultural identity (22%), authentic social atmosphere (16%), and health considerations (6%). Affordability (IDR 5,000–12,000) strengthens its appeal across diverse segments. The findings reveal that Kopi Joss functions not only as a beverage but also as a medium for social interaction and cultural expression. This study highlights kopi joss as a culturally driven business practice that enhances the resilience of small-scale enterprises and underscores the importance of integrating cultural value and consumer experience in supporting sustainable socio-economic development.