FAKTOR FAKTOR YANG MEMPENGARUHI MINAT KUNJUNGAN GEN Z KE SUBA COFFEE

Abstract

This research was conducted at Suba Coffee, Suba Coffee is one of the cafes in Pahoman, located on Jl. Way Umpu No. A, Pahoman, Teluk Betung Utara, Bandar Lampung. The average cost required is around IDR 42,000 / person, opening hours are at 09:00 - 21:30 and it is a cafe in the Bandar Lampung area that is worth visiting, the purpose of this research is to find out whether the atmosphere of the place, menu variants and prices affect Gen Z's interest in visiting this cafe, the sample in this study are consumers who buy and enjoy the atmosphere of this cafe with a total of 100 respondents, using quantitative research methods and using multiple linear regression, t test and f test as test tools , the results of this study indicate that the Atmosphere of Place and Price have little effect on Gen Z's interest in visiting Suba Coffee while Menu Variants affect Gen Z's Visit Interests, and simultaneously the Place Atmosphere, Menu Variants and Prices affect Gen Z's Visit Interests to Suba Coffee.

Keyword : Store Atmosphere; Menu Variant; Price; Visiting Interest.