SELF-REWARD TRENDS AMONG GENERATION Z COLLEGE STUDENTS IN COFFEE SHOPS: AN INTRAPERSONAL COMMUNICATION AND COGNITIVE DISSONANCE PERSPECTIVE

Tirza Regina Krismalita, Samantha Elisabeth Claudya, St. Hardiyaso

Abstract


The trend of self-reward through visits to coffee shops has become a part of Generation Z students’ lifestyle, serving as a way to relieve stress and appreciate oneself. Popularized through social media, this behavior raises questions about the personal development process behind it. This study aims to analyze the role of intrapersonal communication in students’ self-reward practices at coffee shops through the lens of Festinger’s (1957) cognitive dissonance theory. Using a qualitative case study approach, the research involved six informants from Soegijapranata Catholic University in Semarang. Data were collected through in-depth interviews, observation, and documentation to identify patterns of reflection and dissonance. Findings indicate that external stimuli such as social media and peer influence shape the meaning behind self-reward behavior. Cognitive dissonance emerges when consumption habits conflict with financial values. Students with high self-reflection tend to evaluate and adjust their behavior, while others resort to self-justification to maintain habits. This research concludes that coffee shops serve merely as a medium, not the primary driver of the self-reward trend. The behavior is influenced more by students’ capacity for reflection, emotional regulation, and consumption awareness. These findings enrich the literature on intrapersonal communication and cognitive dissonance within urban student lifestyles.


Keywords


Coffee shop; Cognitive Dissonance; Generation Z; Intrapersonal Communication; Self-reward

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References


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DOI: https://doi.org/10.24167/jkm.v6i1.14324

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