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Patronage Buying Motives of Coffee shop’s in Makassar: (Study on Customer-Upper Middle Class)

Kasnaeny K.

This study aims to describe, construct, and to understand the reasons and goals of

customers choose to drink coffee in a coffee shop than in other places (such as cafes or restaurants), and to explain the motives typology customers in choosing the coffee shop. The importance of this study because the motive may affect satisfaction and can have an impact on customer loyalty. This study was conducted because the studies have not found a patronage motives to the coffee shop, in addition to the existence of the phenomenon of the upper middle class prefer to drink coffee in a coffee shop rather than in a cafe or restaurant, coffee shop while the original intention was for the lower class.

This study was designed using a qualitative research method of phenomenology Alferd Schultz. Purchase motive theory perspective is used as a tool to analyze the results of this study. Research is located in the city of Makassar with community groups of study subjects based on the type of work and the status of the upper middle class in society.

The results of this study indicate that the motive of customers drinking coffee at a coffee shop: coffee shop due to the function as a mediating tool to get business and information, gratification motives, products motives, emotional interaction motives, telecommuting motives, egalitarian motives, habitual buying motives, adventure motives, and location motives. By grouping the results of the interview, the typology of customer purchase patterns in choosing a coffee shop in Makassar is the hedonic and utilitarian motives.

Keywords: Patronage Buying Motives, hedonic and utilitarian motives, coffee shops

1. Introduction

Shopping activities by humans in an attempt to meet their needs motivated by a variety

of reasons. For these reasons, in addition to getting the product, is also used for other

purposes, such as to obtain health by shopping while exercising, to extend social networks

to shop while interacting with others, or recreational shoppers (Jai, et al, 2001). The

selection of products and services purchased by consumers are driven by a motive. Motives

are the reasons behind the will of man to do anything different from one customer to another

customer. Consumers shopping driven by the motive of shopping and shopping motives can

be derived from the place where the shopping activity itself (Pali and Murwani, 2007). In

addition, the underlying motivation of consumers to make purchases may come from internal

factors or factors derived from the one who encourages, directs, and integrates behavior to

do something.

Since the 1950s, scholars have tried to understand as deeply as possible motivations

behind consumer purchases, and purchase behavior by combining their motivation. One of

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the first works in this field developed by Stone, 1954 (Cardoso and Pinto, 2010), which

analyzes urban consumer shopping orientation and their social relationships. Stone

identified four categories based shopper motivations, namely: (1). consumer-based

economies tend to pay attention to price, quality and variety of merchandise, (2). consumers

based on personality (personalizing consumers) tend to seek personal relationships in the

context of shopping, (3). consumer ethical shopping by moral principles and certain types of

protection from the store, (4). Consumer apathy, weak implicated in shopping activities.

The diversity of motives purchase also studied by Arnold and Reynolds (2003) in

Cardoso and Pinto (2012), who explained that there are six forms of shopping activities

based on motivation and behavior, namely: adventure shopping, social shopping,

gratification shopping, idea shopping, role shopping, and value shopping. Adventure

shopping likens shopping as an adventure activity, because consumers feel the different

atmosphere due to a visit from one place to another and the urge to get the goods, services

or new experience. Social shopping is shopping activity driven by the desire to socialize with

how to shop with friends. Gratification shopping is impulse shopping to get satisfaction as a

result of previous shopping experience, besides aiming to relieve stress. Idea shopping is to

shop in order to get ideas from observation or experience useful when shopping for their

work. Role shop shopping is an activity based on their role either as an individual or as part

of the workers and the community. Consumers will be deeply felt mean if they can shop for

other people, and eventually value shopping is impulse shopping as a result of the desire to

get the value of the purchased goods or services from others, especially if you get a discount

or a gift. The description gives an understanding that there are many factors that can

motivate consumers, for companies that need to pay attention to these factors in order to

reach customers and satisfy their customers. One way to reach and satisfy customers is to

look at motives (hedonic and utilitarian) is behind a visit to a place or patronage buying

motives. The description gives an understanding that there are many factors that can

motivate consumers, for companies that need to pay attention to these factors in order to

reach customers and satisfy their customers.

The consumers have the buying motives that drive them to make a purchase: primary

buying motives, selective buying motives, and patronage buying motives (Alma, 1998:51).

Primary buying motives are the real motives for buying, for example, if hungry it will look for

rice. Selective buying motif is an option to selectively purchase goods and services, based

on this motif can be based on emotion and rational. Patronage buying motives, are the

reasons chosen by the consumer in choosing a place or a particular store or shop than

anywhere else. This selection can arise because of outstanding service, convenient location,

attractive facilities, spacious parking and a safe, attractive offer, comfort, smoothness, ease,

attentive employees.

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Discussion about the patronage buying motives that exist today, more associated with

shopping centers, including malls and hypermarkets. Based on previous studies, patronage

buying motives into retail stores, malls, and other shopping centers are very diverse,

including: personal motive, motive to socialize, seek experience motive, motivation for

product, price, extrinsic and intrinsic motives, interior design, joy, and look for variations,

utilitarian motives, hedonic motives, and others (Gropper-Klein, Thelen, et al., 1999);

Groeppel-Klein, Thelen (1999), Jin and Kim (2003); Moschis, Curasi, et al . (2004). For

example, studies on shopping center patronage buying motives done eg by Bodkin and God,

1997; Ruiz, 1999; Dennis et al, 2001;. Nicholls, et al, 2000, 2002 (in (Yavas and Babakus,

2009).

Increasing in coffee consumption and lifestyle changes, especially in the urban

population that has a high consumptive attitude, can be the cause started growing coffee

shops in Indonesia, followed by the development of a modern coffee shop (cafe). Just as in

a coffee shop, development of coffee shop in Indonesia, particularly in the city of Makassar

is inseparable from the habit of drinking coffee. The phenomenon that appears is developing

a coffee shop business in the city of Makassar evolved from 2005 to date have amounted to

about 200 coffee shops. Other phenomenon is the number of coffee shops that stood at

almost all the way, but never empty of visitors from dawn to midnight.

Shopping motives starts from the need, where it will need to be filled urgently. The

drive needs to be motives in deciding what to do. Further buying motives are grouped into

hedonic and utilitarian motives. Hedonic shopping motives are based on emotion, a feeling

of comfort, joy, delight. While the motive is utilitarian shopping motives based on the benefits

while shopping (Babin, Lee et al. 2005). Fulfillment of hedonic and utilitarian motives will

have an impact on customer satisfaction and loyalty, customer satisfaction subsequently

became a mediator between hedonic and utilitarian value and behavioral intentions (Ryu,

Han et al. (2010), and Babin, Lee et al. (2005). Similarly with intangible benefits, such as

quality and comfort, especially the customer the opportunity to casual dining, and the

entertainment, a visit motivation (Jang and Mattila (2005)). Based on this, an interesting

phenomenon that can be studied and another focus of this study is the type of hedonic and

utilitarian motives underlying customer choice in deciding to visit a coffee shop, given the

number of coffee shops in Makassar is located almost on every street corner. Meanwhile,

there has been no research on the typology of motives to purchase the coffee shop as

hedonic and utilitarian motives motives. Existing research on reviewing coffee shops more

about customer satisfaction study customer loylitas coffee shop, for example by Wati (2011);

Erythriana (2011); Vabo, Burau et al. (2008), Boone (2004), Walter, Edvardsson et al.

(2010), and Somogyi, Li et al. (2011)....

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The research question is why customers purchase to the coffee shop to drink

coffee and not do it in other places, such as at a cafe or restaurant.

The second research question is how patronage buying motives typology of

customer’s coffee shop in Makassar

2. Literature Review

A. Patronage Buying Motives

Consumer shopping motive is defined as "the drivers of behavior that bring consumers

to the marketplace to satisfy their internal needs" (Jin & Kim, 2003: 399), which means a

direct boost consumer behavior to the market to satisfy the needs of their internal. Currently,

the study of buying motives much done because it is important to recognize the role of

consumer behavior. Introduction for consumers is based on demographic factors has grown

in segmenting the consumer. Consumer buying motives also a significant predictor for a

number of constructs of consumer behavior, Pali (2007) took a sample of some writers, such

as selection of retail and retail preferences (Dawson, et al, 1990), frequency of purchase

(Park, 2004), and loyalties consumers (Noble, et al., 2006). Meanwhile, Tauber (1972) states

that:

“If the shopping motive is a function of only the buying motive, the decision to shop will occur when a person need for particular goods becomes sufficiently strong for him to allocate time, money, and effort to visit a store. However, the multiplicity of hypothesized shopping motives suggests that a person may also go shopping when he needs attention, wants to be with peers, de- sires to meet people with similar interests, feels a need to exercise, or has leisure time. The foregoing discussion indicates that a person experiences a need and recognizes that shopping activities may satisfy that need.”

Furthermore, according to Pali and Murwani (2007), states that the first group of

motives, consumers make the search process (search process) until he believes has made

the right decision by sequences shopping (shopping sequences) that includes "see-touch-

feel-selectsqueeze" (Sinha and Uniyal, 2005:35). Jin and Kim (2003:400) refer to this first

group of motives as "shopping for product acquisition". Meanwhile, a second group of

motives is a motives that has nothing to do with who actually purchased the product or the

need for a product (Tauber, 1972-1995), and referred to as "shopping to enjoy the activity".

In other words, shopping motives is not solely determined by the motives to purchase the

product (buying motive). Therefore it can happen that the consumer buys a product, but the

product purchased is actually not needed by the consumer concerned.

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Westbrook and Black, 1985 (in Jai, et al., 2001) to categorize buying motives as

follows: (1) product oriented motives, (2) experience oriented motives and (3) and

combination of products and experiences motives. According to Bellenger and Greenberg

(2001) that there has been a lot of research that focuses on motives of patronage. These

studies found that the store patronage motives are determined by demographic variables,

attitudes, life cycle, range, and level of success, but these studies have only demonstrated

the importance of store patronage motives, while patronage intention is determined, either

by the importance of patronage motives and many alternative shopping options, then

patronage motives can be decomposed into utilitarian and hedonic motives.

B. Selection Criteria of Retail/Coffee shop

Chen-Yu, et al. (2010) quoting Blackwell et al., (2001) suggests that the process of

selecting retail involves matching characteristics with the characteristics of the retail

customer. Customers form a picture of their perceptions of the shop by the attributes they

consider important. Based on the criteria attributes, customers evaluate alternatives and

select the various shop that have a product that best suits their needs.

Carpenter (2008), citing some have suggested that the price, product diversity, and

customer service are considered an important factor in determining the choice of store

format (Bellenggerdan Greenberg, 2001, Arnold, 1997; Sparks, 1995). Carpenter (2008),

citing some have suggested that the price, product diversity, and customer service are

considered an important factor in determining the choice of store format (Bellenggerdan

Greenberg, 2001, Arnold, 1997; Sparks, 1995). Seiders et al. (2000) compared the

supercenter shoppers with traditional supermarket shoppers, reported that buyers

supercenter identifying low prices and a wide range of products as the main reason for their

patronage. Hansen and Solgaard (2004) identify a variety of products as the most influential

patronage motives throughout discount stores, hypermarkets and conventional

supermarkets. Similarly, Brown (2004) identified a low price, product diversity, and rapid

checkout as patronage motives that influence the buyer loyalty supercenter. The study,

published in the trade literature reflects similar results, identify a variety of products,

availability, convenience, and price as a significant driver of store format choice (Taylor,

2003). Additionally options are also motivated by the quality of the shops / stalls, many types

of stores in shopping centers, ease of access and economic reasons (Bellengger and

Greenberg, 2001). The study, published in the trade literature reflects similar results, identify

a variety of products, availability, convenience, and price as a significant driver of store

format choice (Taylor, 2003). Additionally options are also motivated by the quality of the

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shops, many types of stores in shopping centers, ease of access and economic reasons

(Bellengger and Greenberg, 2001).

3. Research Methods

3.1. Research approach

This study is designed to use a qualitative research method that is based on the

philosophy of post-positivism. A qualitative approach was performed because of expected

results emphasize the desire to explore the meaning of narrative informant, so that could be

a lesson for the development of theoretical concepts. In accordance with the purpose of the

study, researchers used a qualitative approach (interpretivisik) with a phenomenological

perspective Schultz. Option on the phenomenological approach of Schultz because the

purpose of this study is to understand and interpret the actions of individuals from something

he displays.

3.2. Informant

Research subjects or informants as many as 16 people, is determined by using

purposive, which is a technique of determining the subjects (the informant) based on the

criteria and objectives of the study. These criteria are determined by the researchers, which

are selected are 1) active customers (do visit at least 4 times a month), long enough to

consume coffee in a coffee shop (minimum 1 year), living in the city of Makassar, and does

not distinguish gender, in addition to that they are also willing to become informants, 2) have

the time for questioning; 3) have a desire to provide real information.

3.2. Data Collection

The data obtained in the study are:

a. Data words (verbal) and behavioral (nonverbal) of the study subjects. These

data describe the experience and meaning of the spending behavior of

research subjects.

b. Photographic data. This data helps provide depictions of behavior situations.

c. Data Statistics. This data is additional data that can be used to provide an

overview of the problems of research.

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3.3. Data analysis

Analysis of the data in this study refers to the stage of data analysis by Miles and

Huberman (2009) that: (a) data reduction, (b) the presentation of the data, and (c)

conclusion.

4. Result and Discussion

Entrepreneurship need to know the underlying motives of consumer choice to make a

purchase in order to consume coffee. Consumers will choose the place that best fits their

personality, because there are consumers who are motivated to visit due to the desire to

have fun, socialize, seek shopping experience, there are even people who buy because they

want to get the real benefits. By knowing the patronage buying motives for visit coffee shop,

the entrepreneur can develop a strategy that is able to attract the interest of consumers to

select it. This is due to the number of places to shop offering a wide selection of interesting,

so employers can anticipate the competition.

Reduction of data derived from interviews produced 16 (sixteen) meaning as the

motive behind the choice to the coffee shop (see table 1). Furthermore 16 (sixteen) meaning

then regrouped by similarity of meaning, until the resulting ten themes (see Table 2).

Meaning based on similarity of meaning called combined with themes, such as variable

flavor and economical price given motif product theme, since taste naming items and prices

are very attached to the product. Neither variable mediating place, means looking for a job, a

means to gain information, and to get business, henceforth called themes grouped means

(place).

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Table 1. Data Reduction From Coding Process

No. Name Source References

1. Business 13 28

2. relaxed and comfortable atmosphere 13 28

3. Socialization 12 18

4. Information resource 10 17

5. Emotional relationship and kinship 9 16

6. Adventure 9 9

7. Egalitarism 6 9

8. Discussion 8 12

9. Economical 8 11

10. Independency 7 13

11. Telecommuting 7 12

12. Taste and Aroma 7 12

13. Habitual attitude 6 9

14. Location 6 8

15. Looking for job 6 8

16.. Mediating 4 4

Data sources: the results of research 2014

Table 2: Grouping Theme of Motives by Nvivo

Name Sources References

Location Motives 6 8

Adventure Motives 9 9

Habitual Buying Motives 6 9

Eaglitarian Motives 8 11

Telecommuting Motives 7 12

Emosional Interaction Motives 9 16

Socialization Motives 12 18

Product Motives 11 24

Taste and aroma 7 12

economical 8 12

Grativication Motives 14 41

independency 7 13

relaxed and comfortable atmosphere 13 28

Business and Information Motives 16 71

mediation 4 5

looking for job 6 8

disscussion 8 13

information 10 17

Business and add work 13 28

Data sources: the results of research 2014

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Business and Information Motives

Based on the research findings partly informants (13 of 16 informants) reported that

the reasons that encourage or motivate to the coffee shop is the motive for business. The

results of the study with a qualitative approach, showing that customers are motivated to the

coffee shop caused the ease of getting information about the business and other

information, such as extra work, and other information. Coffee shop becomes a places that

matches job seekers and people in need of workers. These findings represent the latest

findings motifs that have not been found in previous research on patronage motives.

Grativication Motives

The second finding of this study is that customers are more motivated to the coffee

shop to a cafe or restaurant rather than resulting in a coffee shop and a customer more

freedom to feel relaxed and comfortable atmosphere. Customers feel more free from all

forms of formality, such as how to dress, how to sit, smoke-free, switch-free seats, able to

spend a long time with no additional charge. Such circumstances would not be obtained if

the customers drinking coffee in a cafe or restaurant. Thus customers find additional rewards

besides drink coffee, so this motif is called gratification motives.

Product Motives

The next motive was product motives. The Researcher called products motives

because customers are motivated to the coffee shop due to low prices, and the original taste

of coffee. According to the customer's taste of coffee in a coffee shop more in line with local

tastes, different from the taste of coffee in a cafe or restaurant that has a taste of Europe or

America that do not comply with costumer’s tongue in Makassar.

Socialization Motives

These findings have the same name with existing research, but this study suggests a

deeper study, which is different socialization patterns shape the socialization of existing

motifs. At the coffee shop, customers not only socialize with colleagues / friends, but also

with family members and even the owner of a coffee shop owner.

The phenomenon of the growth of coffee shops has further expanded meeting facilities

friendship (known as community), which is no longer dominated by old people and peddlers

like in the early days of the coffee shop. As a means that has now become public spaces,

coffee shops become community facilities or gathering of people who have similar interests.

Customers in Makassar visits coffee shop in addition to meet up with their friends, also

wants to expand its relationships with new customers they know.

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Emotional Interaction Motives

This motif is also a new finding, which according to researchers search, the results of

previous studies have not found a motive underlying reason for the choice of a coffee shop.

Emotional Interaction motives is the impact of the activities of socializing between the

customer and a coffee shop owner. Conditions of the room in a coffee shop setting, where

the kitchen and very close to the bench, making the customer is free to talk with the owner

who once peracik peracik coffee without having to leave the place.

This leads to the relationship, so memorized owners who those loyal visitors. When

the customer does not present a single day, the shop owner will find out its existence, or

directly make telephone calls to ascertain whether customers fine. Thus customers feel

emotionally will strive to always visit despite the short time of the visit.

Telecommuting Motives

This motif is new research findings, which have not been studied by previous research.

The new findings are obtained after interpret the results of interviews with informants.

Telecommuting or telework is a model or a working agreement whereby employees the

flexibility to work in terms of place and time of work with the help of telecommunications

technologies (http://id.wikipedia.org/wiki).

The purpose of the activity telecommuting is traveling to the office or workplace should

not be done in the office, but can be anywhere with the help of telecommunications. The

existence of this system, many employees and even corporate leaders can finally work at

home or anywhere else that is possible. Easy for people to work out of the office due to the

assistance of communication technology. The use of web computer, causing the employee

to perform his job in a coffee shop, given the current coffee shop (mainly coffee shops

community) many of which already have wifi, so that they can perform telework.

Based on this research, some informants more like finishing the job in a coffee shop on

the grounds all night and could not think clearly due to the relaxed atmosphere. In addition to

the benefits for businesses are able to do several jobs at once ie to discuss business issues

in a coffee shop but still be able to monitor the work of employees in the office with the help

of communication technology. Some of the reasons mentioned that their business partners

more quickly to reach the coffee shop than have to go to the office, which sometimes jams.

Students can use the coffee shop to complete their tasks with the wifi. Realtor found the car

with the help of the telecommunications market uses.

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Egalitarian Motives

Based on the observations of researchers, even this motif has not been found in

research on customer patronage motives. Blend the coffee shop as a vehicle of culture,

employment, and social strata. The coffee shop is open to anyone, regardless of social,

religious, even though the job. Interaction is interwoven with culture and behavior is a

reflection of the typical relationship between individuals in a coffee shop.

Most of the informants (8 of 16) stated that in a coffee shop all positions are the same

regardless of employment status, regardless of whether he was governor or not, even more

freely express their problems to government officials at the coffee shop because it must go

through a complicated protocol if done in government offices. The absence of such barriers

cause of democracy was created, and the atmosphere is not obtained at the restaurant or

cafe.

Habitual Buying Motives

Options to the coffee shop to coffee consumption preceded by coffee drinking habits,

which can be inherited from a parent or as a result of association with friends. One informant

stated that he does not like to drink coffee, but due to its frequency accompany his friend to

the coffee shop though do not drink coffee, and finally try to drink coffee to this day. Habit of

visiting coffee shops make it a coffee fanatic, and he to be able to spend time in coffee shop

until the evening when there is no activity. While another informant stated in any condition to

keep visiting the coffee shop because it was familiar with the atmosphere of the coffee shop

Adventure Shopping Motives

Customers coffee shop in Makassar around from coffee shop to coffee shop the other,

based on the desire to get a different atmosphere. In addition to trying different taste,

because between one coffee shop to the other coffee shops there are differences in taste

although not too significant.

According to informants, each coffee shop had different way to mix up a coffee drink.

Another reason that leads to adventures with a decision due to the coffee shop with friends,

usually friends they have determined in advance where they will be met. Similarly to the

business activity, the customer will choose a place not far away locations where both parties

have an agreement. This is the difference between adventure motif based on the research

that has been study of the coffee shop with this research, where the urge for adventure

fulfilled because the invitation of friends, relatives, or prospective customers.

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Location Motives

Location is always an important factor in attracting customers to the shopping area.

This means that consumers will go to the nearest store (Creig et.al, 1984 in Jai, et.al. 2001).

Furthermore, according to Jai, et.al. (2001) Strategic location was one of the most important

determinants, where the shop is influenced by the specific details of the retail place itself.

According to the informer in Makassar can meet almost every street in the city of

Makassar. The location of the coffee shop by informants (6 of 16) said to be more easily

achieved in the appeal must be met at home or in the office. According to them, if there are

friends in the North and those in the South, then they will visit a coffee shop located in the

middle, so both sides are easy to visit. Customers of coffee shop in Makassar, do not shop

at a place that is closest to your home or location of where they are, but the shop is based

on an agreement with their friends or business associates at the location of the coffee shop

that has been determined. The location of the coffee shop though much but still considered

close, due to the ease of access to the location.

To answer the second research question, the findings of the theme motif (Table 2) are

grouped based on the characteristics of the research items. The results are shown in Table

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Table 3. Typologi Motives

No. Hedonic Motives Utilitarian Motives

1. Adventures Location

2. Habitual Buying Egalitarian

3. Emotional Interaction Telecommuting

4. Gratification Product

5. Socialization Vehichel & Business

Data sources: the results of research 2014

Hedonist Motives

Hedonic motive is the motive behind the reason for someone to choose a product or

place when shopping, which is based on consideration of the emotional desire to have fun,

trend, or socializing. Hedonic motive is an encouragement to seek the pleasures of life, such

as spending more time outdoors, happy gathering, happy in the crowd, and want to be the

center of attention.

Based on these characteristics, the motives are included in hedonic motives are: (1).

adventure motif, the shop is based on the desire to feel the difference between a coffee shop

with other coffee shops. (2) Habitual buying motif, which is due to the desire to coffee shops

have gained previous experience gained from parents who do continuously once a week or

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twice a month, so that informants have become accustomed to consuming coffee in a coffee

shop. (3). Emotional and familial relationships, encouragement to the coffee shop due to the

creation of an intimate relationship between the customer and the owner of the coffee shop

when you first visit. Good relationship like this family cause customers to repeat. (4)

Gratification motive, namely the urge to shop because they want to get other than buying

additional products, the satisfaction and pleasure, and (5) Socialization motif, ie visits to the

coffee shop because so many people gathered in a sense of comfort for both

bercengkarama with old friends and also to get new friends.

Coffee shop customers make purchases based on hedonic motives. This is evident

from a visit to the coffee shop due to their desire to always converge, which have an impact

on the migration from one coffee shop to another coffee shop. In addition, the fulfillment of

the drive needs to release stress after work, causing customers to the coffee shop to meet

up with friends, chatting and laughing. Social activities and have a familiarity with the owner

of coffee shop, then foster an emotional connection between the customer and the owner of

the coffee shop so freely spend time until tonight.

Utilitarian Motives

Utilitarian motives are pure reason or the real reasons for shopping. Someone who is

shopping for her/his actual needs, or they do not buy but just look around the product to be

purchased or offered. According to Westbrook and Black in Kim, Ok et al. (2001) there are

two types of shopping reasons, namely: (1) pure spending, is the reason for the shop which

has the main objective is to meet the basic needs of food, (2) spending is not pure, that is

shopping with the primary purpose is not to meet basic needs, like to look around and spend

time.

The results showed that the coffee shop customers in Makassar shopping not only

meets the hedonic motive to make purchases based on emotion and pleasure alone. Coffee

shop customers are motivated to a coffee shop to get the benefits of shopping activities,

namely: (1). Location motif, which is a boost to the coffee shop because easily found on

every street corner or located in areas that are frequently traveled by customers from and to

the office or to any place. Egaliter motif, ie visit to the coffee shop because the people who

gathered at the venue to mingle regardless of social status and employment. (3)

Telecommuting motive, which caused a boost to the coffee shop bacause coffee shop can

be a convenient place for customers to get the job done while drinking coffee. They

sometimes do not have time for back and forth to the office caused by road traffic, thus

completing the transaction and other office activities through the wifi support provided by the

coffee shop. (4). Products motive, namely a boost to the coffee shop due to the price of a

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cup of coffee is relatively cheaper compared price of a cup of coffee in a cafe or restaurant.

Besides coffee flavor to suit local tastes. This situation is different from that offered in the

cafe, where the coffee flavor was adjusted with international tastes. (5). Business and

information motive: that the coffee shop as a means to get business and jobs, as well as

looking for a more economical value. This is due to people who gathered in a coffee shop

consists of a variety of characters and work so that it can be labor market. This situation

suggests that a coffee shop can be viewed as a problem solver for customers to meet their

needs. This is in accordance with the opinion and Athola Batra (1991), Hirscman and

Holbrook (1982), and Babin, et al (1994) in Kang and Haesun (2010) where the conclusion

states that utilitarianism is seen as a problem solver the emphasis on function and focus on

the product.

As a whole can be interpreted that the consumption of coffee to the coffee shop driven

by utilitarian and hedonic motives. Meaning that can be concluded is that the customer in

one visit would be able to meet hedonic and utilitarian motives simultaneously.

Thus, customers will shop at a place that is able to meet their essential needs.

According to some studies the theory that one of the attributes that can affect a person

shopping in a place is the image of the store. Martineu (in Engel et al., 1995) states that the

image of the store is the way in which the store is defined in the consumer's mind, partly by

its functional qualities and partly by the gleam of psychological attributes. According to the

Engel, et al, then the customer's coffee shop in Makassar can be interpreted as a shopping

experience that make up the image of the store in their minds. The coffee shop can be a tool

or a vehicle to do a lot of things that benefit.

5. Conclution

The findings of this study enriches the theory about the motives of patronage that has

been there all along, in which patronage motives in previous studies focus more on customer

patronage motives malls, hypermarkets and other shopping places. Besides the detection of

several new motifs items, such as business and information motives, motives emotional

relationships, motives telecommuting, and egalitarian motives, which have never been

studied before. These motifs buffer interpreted as the reason customers prefer to drink

coffee to the coffee shop compared to a cafe or restaurant, and indirectly have an influence

on the development of the coffee shop in the city of Makassar.

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6. Implication

The theoretical implications of this study that the resulting theory concepts can enrich

the theory of motivation in the field of consumer behavior that exist, particularly those applied

in studies in Indonesia, where there is no research that specialize / focus on customer

patronage motives of coffee shop. Previous studies did not distinguish between the cafes

and coffee shops, and much more to discuss motives based products, which examines the

issue of quality, price, physical form, the image of the product, and others. In addition there

are some new findings, such as telecommuting motive, emotional interaction motives,

egalitarian motives, and motives of business and information.

The results of this study can be used by entrepreneurs by entrepreneurs even a coffee

shop food and other beverages, in developing strategies to reach consumers. In addition,

another benefit for employers is to find out the motive behind consumer choice in a place, so

that entrepreneurs can formulate a marketing strategy that is closer to the specific needs of

the consumer.

The results of this study also have practical implications for the government, because

of the results showed that the community needs a public space that can be accessed

cheaply. It is thus necessary role of government to regulate the development of the coffee

shop, especially a lot of coffee shops that use the road as a parking lot for visitors.

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