Electric Coffee Cart Innovation in Denpasar City and Gianyar Regency as a Response to Changing Consumer Behavior
DOI:
https://doi.org/10.51172/jbmb.v7i1.501Keywords:
Bali, Electric Coffee Cart Innovation, Purchase Decision, Perceived ValueAbstract
Purpose: This study aimed to analyze electric coffee cart innovation in Bali as a micro-enterprise model that integrated mobility, operational efficiency, and social media-based marketing within the context of increasing price sensitivity and shifting consumer behavior.
Research methods: The research adopted a qualitative descriptive approach using a comparative case study in Denpasar City and Gianyar Regency. It relied on secondary data derived from media reports, digital content, and a synthesis of domestic mobile coffee studies alongside recent international literature on food trucks, street food consumption, and electric micromobility.
Results and discussion: The findings identified six key drivers of purchase decisions, perceived price fairness resulting from lower cost structures, location-based convenience, product quality and menu variety comparable to coffee shops, eco-friendly innovation image, digital exposure through TikTok and Instagram, and operational consistency supported by centralized production systems.
Implication: The study contributed by proposing a Stimulus–Organism–Response framework that integrated technological innovation, consumer perception, and competitive dynamics, offering managerial insights and policy implications for MSMEs in tourism-driven public spaces.
References
Alimin, N. N., Samantha, F., Mulyadi, M., & Faizin, A. (2021). A Study On The Use Of Shipping Container Booth As A Substitution Of Street Vendors Cart. Widyakala: Journal of Pembangunan Jaya University, 8, 59. https://doi.org/10.36262/widyakala.v8i0.427 DOI: https://doi.org/10.36262/widyakala.v8i0.427
Alka, T. A., Sreenivasan, A., & Suresh, M. (2024). Wheel of change: A systematic literature review on innovation and entrepreneurship in micro mobility solutions. Transport Economics and Management, 2, 154–168. https://doi.org/10.1016/j.team.2024.06.004 DOI: https://doi.org/10.1016/j.team.2024.06.004
Bai, L., Wu, J., Sha, Y., & Gong, S. (2024). Perceived utilitarian and hedonic values: Understanding Chinese consumers’ street food purchase intentions. International Journal of Gastronomy and Food Science, 38. https://doi.org/10.1016/j.ijgfs.2024.101046 DOI: https://doi.org/10.1016/j.ijgfs.2024.101046
Bertossi, A. (2024). Pathways towards food sector sustainability: the case of vending. Agricultural and Food Economics, 12(1). https://doi.org/10.1186/s40100-024-00305-x DOI: https://doi.org/10.1186/s40100-024-00305-x
Boettcher, K. (2023). From Bikes to Brews: Creating a Coffee Brand That Stands Out from the Competition. https://conservancy.umn.edu/bitstreams/99880011-dd37-42c0-ad22-7f29eb5889dc/download.
Bretones, A., Marquet, O., Daher, C., Hidalgo, L., Nieuwenhuijsen, M., Miralles-Guasch, C., & Mueller, N. (2023). Public Health-Led Insights on Electric Micro-mobility Adoption and Use: a Scoping Review. Journal of Urban Health, 100(3), 612–626. https://doi.org/10.1007/s11524-023-00731-0 DOI: https://doi.org/10.1007/s11524-023-00731-0
Dewi, N. M. A. R. (2024). Unik, Gerobak Listrik Jadi Tempat Berjualan Kopi Kekinian, Sering Mangkal di depan SMA N 1 Denpasar dan Pantai Sindhu. https://radarbali.jawapos.com/denpasar/704862410/unik-gerobak-listrik-jadi-tempat-berjualan-kopi-kekinian-sering-mangkal-di-depan-sma-n-1-denpasar-dan-pantai-sindhu?page=3.
Fauziah, Fadhilla Yuriska & Adcharina Pratiwi. (2025). Pengaruh Cita Rasa, Harga dan Variasi Produk Terhadap Minat Beli Ulang Kopi Keliling Cuphi Kopi di Kota Surakarta. PENG: Jurnal Ekonomi Dan Manajemen, 3(1), 843–857. https://doi.org/10.62710/5yw7ng36 DOI: https://doi.org/10.62710/5yw7ng36
Guterres Filipe Ximenes, Kevin Denandra Budianto, & Ivan Aubrey Adianto. (2025). Pengaruh Digital dan Word of Mouth Marketing Terhadap Popularitas Brand Awareness pada Bisnis Kopi Keliling di Surabaya. Al Qodiri : Jurnal Pendidikan, Sosial Dan Keagamaan, 23(1), 1–15. https://doi.org/10.53515/qodiri.2025.23.1.1-15 DOI: https://doi.org/10.53515/qodiri.2025.23.1.1-15
Heying, Charles H., "Brew to Bikes: Portland's Artisan Economy" (2010). Urban Studies and Planning Faculty Publications and Presentations. 52.
http://archives.pdx.edu/ds/psu/9027.
Kartikaningrum, N. I. (2024). 5 Kopi Gerobak di Denpasar, gak Kalah Nikmat dari Kafe. https://bali.idntimes.com/food/dining-guide/5-kopi-gerobak-di-denpasar-gak-kalah-nikmat-dari-kafe-00-vthpp-kfj3xj.
Kevin, & Dewayani, E. (2024). Sistem Pemesanan Kopi Keliling Berbasis Website. Jurnal Sistem Informasi Galuh, 2(2), 83–92. https://doi.org/10.25157/jsig.v2i2.3969 DOI: https://doi.org/10.25157/jsig.v2i2.3969
Koua, Atobla & Naka, Touré & Koffi, Ahua & Fataoulaye, Oumarou & Nadège, Kouadio-Ngbesso & Dadie, Adjehi & Sébastien, Niamké. (2020). Practices and Attitudes Assessment of Street Vendors of Hot Beverages Made of Coffee, Tea, Milk or Cocoa with Coffee Cartss. Journal of Food Safety. 8. 43-51. 10.12691/jfs-8-2-2..
Kurniasih, N., Elmanora, & Faesal, M. (2025). Pengambilan Keputusan Pembelian Kopi Keliling Pada Mahasiswa Ditinjau Dari Aspek Budaya, Sosial, Pribadi, Dan Psikologis. Jurnal Pendidikan Dan Perhotelan (JPP), 5(2), 135–147. https://doi.org/10.21009/jppv5i2.07 DOI: https://doi.org/10.21009/JPPV5i2.07
Kurniawan, E., & Madiistriyatno, H. (2023). Strategi Pemasaran Kopi Stralink (Kopi Keliling) di Wilayah Jabodebatabek Menghadapi Persaingan di Era Globalilasi. Jurnal Cahaya Mandalika, 3(2), 1350–1356.
Lichy, J., Dutot, V., & Kachour, M. (2022). When technology leads social business: Food truck innovation. Technological Forecasting and Social Change, 181. https://doi.org/10.1016/j.techfore.2022.121775 DOI: https://doi.org/10.1016/j.techfore.2022.121775
Maulida, D. L., Leilasariyanti, Y., Hariputra, A., & Ramadhani, M. (2025). PENGARUH PERILAKU KONSUMEN DAN BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KOPI KELILING DI JAWA TIMUR (The Influence of Consumer Behavior and Marketing Mix on The Purchase Decisions of Mobile Coffee Consumers in East Java). Jurnal Ilmiah Sosio Agribis, 25(1), 119. https://doi.org/10.30742/jisa25120254456 DOI: https://doi.org/10.30742/jisa25120254456
May. (2026). Dari Gerobak Listrik Keliling, “Sruuput Kopi” Tebus 800 Cup Sehari. https://www.nusabali.com/berita/213604/dari-gerobak-listrik-keliling-sruuput-kopi-tembus-800-cup-sehari.
Putri, N. M. L. K. (2024). Kopi Gerobak Listrik di Pantai Sindhu, Harga Mulai Rp 8 Ribu. https://www.detik.com/bali/kuliner/d-7438778/kopi-gerobak-listrik-di-pantai-sindhu-harga-mulai-rp-8-ribu
Raihan, M., Darnetti, D., & Alfikri, A. (2025). Analisis Faktor Yang Memengaruhi Keputusan Pembelian Kopi Keliling (Studi Kasus Kopi Keliling Ajoe Kecamatan Harau, Kabupaten Lima Puluh Kota).
Siregar, Muhammad Gibran, Annisa Pratiwi Sundari, Nadila Elsa, & Perwito, P. (2025). Studi Kelayakan Bisnis “Kopi Keliling”. Jurnal Bisnis Dan Manajemen (JURBISMAN), 3(1), 37–50. https://doi.org/10.61930/jurbisman.v3i1.995
Tacardon, E. R., Ong, A. K. S., & Gumasing, M. J. J. (2023). Why are street foods consumed? A machine learning ensemble approach to assess consumption intention of street foods. Future Foods, 8. https://doi.org/10.1016/j.fufo.2023.100261 DOI: https://doi.org/10.1016/j.fufo.2023.100261
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 I Putu Andhika Putra, Ni Made Ary Widiastini
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
