The aim of this research is to understand the characteristics of the terms second, and third wave coffee industry through consumption value theory to give a marketing recommendation for startups and established coffee industry in Indonesia. This study based on the history of coffee industry and its characteristics in Indonesia through each waves from the beginning era of coffee enter Indonesia until nowadays. The characteristics explained by 5 key informants who are experts in coffee industry more than 3 years in Indonesia. The key informants explained the characteristics of each waves by using a consumption value theory perspective. The result of this study is to find out a marketing strategy for coffee shop in Indonesian coffee industry. It is explaied that third wave coffee industry characteristics is a suitable and appropriate choice for startups and established coffee shop owners in Indonesia.