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ABSTRACT:

This research is motivated by changes in social habits, ideas and behavior in normal social interactions. Especially in terms of using technology. In cyberspace, people can create any identity or existence they choose, but in reality they feel lonely. This often happens in public places, especially cafes. This research focuses on the phenomenon of cafe consumer behavior who is more focused on gadgets than enjoying the company of colleagues, using a type of ethnographic research that involves description and analysis of linguistic patterns from certain groups of people who have similar cultures. Using a Simple Research Design Method with Triangulation Theory (Rofiah & Bungin, 2021). In the process of collecting data and for socialization, reflections will be captured when they are in a situation without communication. This research was conducted in cafes in Indonesia with certain considerations. This sampling approach aligns with the social dynamics of cafes as diners interact with others to find out their orders. The findings of this research are an Ethnographic Study of Cafe Consumer Culture in Indonesia that Cafe Culture, Focus on Gadgets, Perception, Motivation, Information, Addiction, Filling free time, Peers, Professional, Personal Reasons, Lifestyle, Likes hanging out, Groups.

KEYWORDS:

Consumer Behavior; Culture; Ethnographic Study; Café; Consumers

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