Coffenomics: From a Lifestyle to Increasing Added Value of Coffe Product to Support Sustainable Economic Growth in Labuan Bajo

Abstract

Coffenomics is related to creating added value thru ideas and innovation in coffee presentation and customer experience, making coffee a creative product with higher value than a simple commodity. Coffee has become one of the products that represents the modern lifestyle today. Coffee has significantly changed consumer behavior, shifting from being considered just a beverage to becoming a symbol of social class in modern society. Drinking coffee is no longer just an activity to quench thirst, but also a way to facilitate business negotiations, spend quality time with family or friends, and more. Coffee products also influence the development of other economic sectors, including the growth of the creative economy sector with the emergence of social spaces and the development of the tourism sector.