PERUBAHAN PERILAKU PEMINUM KOPI DI KOTA PONOROGO (Studi Kasus Pada Kaum Muda di Kota Ponorogo) Tesis Disusun Untuk Memenuhi Sebahagian Persyaratan Mencapai Derajat Magister Program Studi Sosiologi
Disusun oleh
Riza Wulandari S251308014
PROGRAM PASCASARJANA SOSIOLOGI UNIVERSITAS SEBELAS MARET 2016
DAFTAR ISI
HALAMAN JUDUL ......................................................................................................... i HALAMAN PERSETUJUAN ........................................................................................ ii HALAMAN PENGESAHAN ......................................................................................... iii HALAMAN PERNYATAAN ........................................................................................ iv MOTTO ............................................................................................................................. v HALAMAN PERSEMBAHAN ..................................................................................... vi KATA PENGANTAR .................................................................................................... vii ABSTRAK ........................................................................................................................ ix ABSTRACT ........................................................................................................................ x DAFTAR ISI ................................................................................................................... xi DAFTAR TABEL .......................................................................................................... xiv DAFTAR GAMBAR ....................................................................................................... xv DAFTAR MATRIK ....................................................................................................... xvi GAMBAR BAGAN ...................................................................................................... xvii BAB I
PENDAHULUAN ....................................................................................... 1 A. Latar Belakang .............................................................................................. 1 B. Rumusan Masalah ....................................................................................... 12 C. Tujuan Masalah .......................................................................................... 12 D. Manfaat Masalah ........................................................................................ 13
BAB II
TINJAUAN PUSTAKA ................................................................................ 13 A. Defenisi Konseptual ................................................................................... 14 1. Perubahan Sosial ..................................................................................... 14 2. Tradisi ..................................................................................................... 26 3. Gaya Hidup ............................................................................................. 28 4. Kebudayaan ............................................................................................. 32 5. Kopi : Perilaku dan Ruang Sosial ........................................................... 34 B. Penelitian Relevan ...................................................................................... 40
C. Landasan Teori ........................................................................................... 47 D. Kerangka Berpikir ...................................................................................... 58 BAB III METODE PENELITIAN ............................................................................. 59 A. Tempat Penelitian ....................................................................................... 59 B. Waktu Penelitian ......................................................................................... 60 C. Jenis Peneliltian .......................................................................................... 59 D. Teknik Pengumpulan Data ......................................................................... 61 1. Observasi ................................................................................................. 62 2. Wawancara Mendalam (Dept Interview) ................................................ 62 3. Dokumentasi ........................................................................................... 63 E. Sumber Data ................................................................................................ 64 1. Data Primer ............................................................................................. 65 2. Data Sekunder ......................................................................................... 64 F. Teknik Pemilihan Informan ........................................................................ 65 G. Profil Informan ............................................................................................ 66 H. Validitas Data ............................................................................................. 73 I. Teknik Analisis Data .................................................................................... 74 BAB IV PERILAKU PEMINUM KOPI DI KOTA PONOROGO ......................... 78 A. Deskripsi Lokasi ......................................................................................... 78 1. Demografis Kota Ponorogo .................................................................... 78 2. Struktur Sosial Budaya ............................................................................87 BAB V
PERILAKU MINUM KOPI BERDASARKAN PERIODE WAKTU DI
KOTA PONOROGO ...................................................................................................... 89 A. Perilaku Minum Kopi di Kota Ponorogo berdasarkan periode waktu ........89 1. Perilaku Minum Kopi pada tahun 1980-an di Kota Ponorogo .................90 2. Perilaku Minum Kopi pada tahun 2000-an di Kota Ponorogo ................ 94 BAB VI PERUBAHAN PERILAKU PEMINUM KOPI DI KOTA PONOROGO 104 A. Periode kemunculan Coffeshop di Kota Ponorogo .................................. 104 1. Combie Coffee ....................................................................................... 105 2. Felice Coffee ......................................................................................... 110 3. Reog Coffee ........................................................................................... 115
BAB VII FAKTOR-FAKTOR PERUBAHAN PERILAKU PEMINUM KOPI DI KOTA PONOROGO .............................................................................................. 135 A. Faktor Perubahan Perilaku Peminum Kopi di Kota Ponorogo ................ 135 1. Faktor Eksternal ..................................................................................... 135 2. Faktor Internal ........................................................................................ 139 BAB VIII DAMPAK PERUBAHAN PERILAKU DAN PERILAKU SEHAT PEMINUM KOPI DI KOTA PONOROGO ............................................................. 144 A. Dampak Perubahan Perilaku Peminum Kopi di Kota Ponorogo ............. 144 1. Dampak Positif....................................................................................... 144 2. Dampak Negatif .................................................................................... 147 B. Perilaku Sehat Peminum Kopi di Kota Ponorogo .................................... 149 C. Aktor dalam Perubahan Perilaku Peminum Kopi di Kota Ponorogo ......... 15 BAB IX
PERUBAHAN
PERILAKU
BERDASARKAN
TEORI
BF.
SKINNER DAN JEAN BAUDRILLARD .................................................................. 162 A. Perubahan perilaku peminum Kopi di Kota Ponorogo berdasarkan Teori Behaviorism B.F Skinner .............................................................. 164 B. Keterkaitan Teori BF. Skinner dengan Jean Baudrillard ........................ 170 BAB X
PENUTUP .................................................................................................... 184 A. Kesimpulan .............................................................................................. 184 B. Implikasi .................................................................................................. 189 C. Saran ........................................................................................................ 195
DAFTAR PUSTAKA ................................................................................................... 197
DAFTAR TABEL
Tabel. 1 Jumlah Pedagang Angkringan dan Warung Kopi Kota Ponorogo .... ……………….. 7 Tabel. 2 Analisis Domain Perubahan Perilaku Peminum Kopi di Ponorogo .. ........................... 78 Tabel. 3 Coffeshop tahun 2015 di Kota Ponorogo…………… ....................... …….........……. 84 Tabel 4 Jumlah Pedagang Angkringan dan Warung kopi tahun 2011 …………………............ 98 Tabel. 5 Jumlah Angkringan dan Warung kopi th. 2015 di Ponorogo ............ .......................... 100 Tabel. 6 Coffeshop tahun 2015 di Kota Ponorogo…………… ....................... …….........……. 127
DAFTAR GAMBAR
Gambar. 1 Live Music dan Jamming di Combie Coffee…………………………………........ 106 Gambar.2 Daftar menu di Felice Coffee .......................................................... ……………….. 111 Gambar. 3 Brand Desgin media promosi Felice Coffee .................................. .......................... 111 Gambar. 4 Jenis Kopi di Felice Coffee ............................................................ .......................... 112 Gambar. 5 Cara pembuatan coffelate oleh barista Felice Coffee..................... .......................... 113 Gambar. 6 Event Fotografi dengan tinta merah di Felice Coffee .................... .......................... 114 Gambar.7 Event Music di Felice Coffee .......................................................... .......................... 114 Gambar. 8 Perilaku peminum kopi saat berfoto menggunakan properti Felice Coffee............. 115 Gambar. 9 Ruangan Reog Coffee..................................................................... .......................... 116 Gambar. 10 Pemilik Reog Coffee .................................................................... .......................... 116 Gambar. 11 Varian menu di Reog Coffee ....................................................... .......................... 117 Gambar. 12 Aktivitas selfie indoor di Reog Coffe ........................................... .......................... 118 Gambar. 13 Aktivitas peminum kopi di outdoor Reof Coffee ......................... .......................... 119 Gambar. 14 Aktivitas Pelajar saat berada di Reog Coffee ............................... .......................... 120 Gambar. 15 Konsep ruang sebagai identitas budaya Kota Ponorogo .............. .......................... 121 Gambar. 16 Komunitas Pelajar di Reog Coffee ............................................... .......................... 121 Gambar. 17 Media Promosi oleh Reog Coffee melalui instagram .................. ........................ 122
DAFTAR MATRIKS
Matriks. 01 Teknik Pemilihan Informan ......................................................... ........................... 66 Matriks.02 Profil Informan .............................................................................. ............................ 73 Matriks.03 Perilaku Peminum Kopi di Kota Ponorogo ................................... .......................... 102 Matriks.04 Periode Kemunculan Coffeshop di Kota Ponorogo ....................... .......................... 124 Matriks.05 Perubahan Perilaku Peminum Kopi di Kota Ponorogo ................. .......................... 133 Matriks.06 Aktor dalam Perubahan Perilaku Peminum Kopi ......................... .......................... 159 Matriks. 07 Perubahan Perilaku berdasarkan Behaviorism BF. Skinner ......... .......................... 169 Matriks.08 Keterkaitan Teori Milik B.F Skinner dengan Jean Baudrillard ..... ......................... 180
GAMBAR BAGAN
Bagan 01. Kerangka Berpikir................................................................................................... 58
