M. Ma'ruf

Brand Love in Local Coffee Shops: A Comparative Study of Generations Y and Z in Minangkabau Society

Indonesia’s coffee industry has grown significantly, not only as an export commodity but also as a key part of modern youth culture. Despite a 1.9% decline in national production, the number of local coffee shops surged by 28%, becoming social hubs and platforms for identity expression. However, competition with global...