THE TRANSFORMATION AND INNOVATION OF THE ACEH COFFEE SHOPS AS AN EXTENSION OF THE SOCIAL COMMUNICATIONS NETWORK. The research aims to identify in detail the transformation process and innovation of coffee shops in Aceh as an extension of the social communication network of Aceh people, especially in Lhokseumawe city. With the world constantly changing, the transformation of coffee shops in Aceh after the Tsunami and the Aceh Peace Agreement (Helsinki MoU) is inevitable.
This becomes the central unit of analysis of the transformation of cafes in Lhokseumawe using the theory of innovation diffusion as the application of study analysis. The above explanation is a brief description of cafes, which are considered a subsystem of the modern life of the people of Aceh. The tradition of drinking coffee in Aceh dates back to the time of the Aceh kingdoms.
The condition of the coffee shops themselves and the facilities they offer largely depends on their location. In contrast, coffee shops in the city are more expensive, which is in line with the economy of the people around.”. These traditional coffee shops are categorized as the first generation of the coffee shop in history.
The development of cafes in Aceh occurs as a response to the development of technology and the improvement of the economy of the people of Aceh (Ad Husaini, 2013). From what was described above, it can be concluded that coffee shops are constantly changing in accordance with the development in both technology and people's economy. The manual calculation of food costs in these traditional cafes relied heavily on the waiter's memory.
What's different now, especially in Lhokseumawe, is that most of the cafes today offer modern touches. Inspired by the evolution of Wi-Fi technology implementation in universities in the United States, the study applied the theory of diffusion of innovation. How can this study be related to diffusion theory; he also discussed the demographic factor and the issue of using mobile services.
Data collection methods is the most strategic step in the study, because the main purpose of the study is to obtain data. Likewise, coffee shop innovation has become a bargain for coffee consumers/lovers. All focus group informants agreed that there has indeed been a transformation and innovation of coffee shops.
Innovation in the coffee shops is clearly shown by the existence of the amenities, such as the availability of wi-fi, VIP room / ballroom and mushalla.
Medium of Communication
34; After the Tsunami and the Helsinki MoU, coffee shops have transformed into a place for sharing and gathering information ...." 34; there is indeed transformation and innovation that has taken place in the coffee shop, otherwise there would not be such a crowd in the coffee shops, as the wheel of life keeps turning and constantly changing to meet the needs of the times".
The Development of Coffee Shops’ Innovation
Cultural Objects at Coffee Shops Setting
Coffee Shops As A Place of Information Exchange in the Society of Aceh
34; The exchange of information that happens in a coffee shop can have a positive and negative definition, and using existing technology will certainly increase the exchange of diverse information, for example, it can be a venue for online business transactions. Older adults who cannot use technology can still obtain information through newspapers or television available in the cafeteria.” 34; The exchange of information obtained is according to the class of the coffee shop, upper class people usually prefer to go to the upper class coffee shop, so the information we can get is policy related questions and questions that will be packed by students.
So the coffee shops have turned into a place where campaign research is done and where the discussion of current issues takes place, so the representation of information in Aceh or other trends must have appeared in a coffee shop.” A transformation of culture is a form of transitional change of a form, nature and function of the existing culture. In terms of cultural transformation, the informants suggested that innovation in the current coffee shop has resulted in a cultural shift.
There are several types of cultural shift they mentioned, including the changing demographics of the coffee shop's patrons. In the old days there were only old people, but now young people and women have also become big visitors in the coffee shop. Two informants in group I placed more emphasis on cultural transformation according to gender, which is slightly different from what is stated by two informants in group II who see the transformation of culture as the contributing factor for cultural shift either in the characteristics, lifestyle or the function of the coffee shop itself.
Every change and innovation has impact, either positive or negative, as mentioned by the informants in the FGD.
Positive Impact
Negative Impact
Due to the availability of a coffee shop that is open 24 hours, people spend more time at the coffee shop and the responsibilities at home as a child/parent are less taken care of. A coffee shop now also has a lot of time, many people, because now there is already a coffee shop that is open 24 hours." The attraction/appeal of the coffee shop becomes central in the development of the innovation and transformation of a coffee shop. in Lhokseumawe.
It has been found that the transformation and innovation of the coffee shop cannot be separated from the most important factor called communication media, which results from the availability of an Internet connection (Wi-Fi). Moreover, a factor of cultural objects on the coffee shop setting has its own appeal to the customers because it makes them feel comfortable to sit in the coffee shop. All three factors have made hanging out in coffee shops a way of life in Lhokseumawe society.
All informants from both focus groups 1 and 2 agreed that the coffee shops' transformation and innovation has made the coffee shops a place where information exchange takes place. They also have a positive impact on urban development in communication development, while the negative impacts are the excessive time spent at the coffee shop. A coffee shop can be interpreted as a place to enjoy a coffee, and it has been identified that drinking coffee has become a habit/culture in the everyday lives of Acehnese.
The traditional nuances of coffee shops have changed to a more modern nuance that emerged in response to the changes of the times. Transformation and innovation that took place in the coffee shop are one of the owner's attempts to attract consumers. Transformations and innovations that took place in a coffee shop in Aceh are currently causing rapid changes. One of these is the transformation of the function of a coffee shop as a place where information exchange takes place.
Coffee shops for the Acehnese have become a place where discussions are generated while they also enjoy the coffee. The positive effects of the coffee shop transformation include the new functions of a coffee shop as an information medium in a democratic atmosphere and as a place for business transactions. Meanwhile, the negative consequences of this transformation are realized through the number of women sitting in coffee shops, which is contrary to local wisdom and traditional local culture.
