Technology Innovation and Creativity Process in Coffee Drinking Business

The coffee drinking culture has become a part of daily life. Many studies have been conducted on the coffee business, coffee drinking culture, and technological advancements. However, there is still a lack of focus on the creativity process and the impact of the coffee drinking culture. This research focuses on the technological changes in coffee machines, especially the transition from manual to semi-automatic roasting machines, and how this affects the coffee beverage business and the coffee drinking culture. Using observation and several interviews with three entrepreneurs in the coffee drinking businesses in West Java, Indonesia, the research findings indicate that coffee machine technology has been utilized to develop the coffee beverage business and has contributed to changing the landscape of coffee drinking culture in Indonesia. Coffee drinking now serves as a beverage and a symbol of social status and individual identity. The four steps of the creativity process by Richard Florida confirmed that business continuity needs to adopt four stages: preparation, incubation, illumination, and verification. If one or several creative ethos are skipped, business sustainability will be impacted.