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Priantika, Meisa
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Analisis Perbedaan Preferensi Anatara Generasi Y Dan Z Dalam Memilih Kedai Kopi Di Kota Palembang Priantika, Meisa; Mellita, Dina
Jurnal Penelitian Dan Pengkajian Ilmiah Eksakta Vol 4 No 2 (2025): Jurnal Hasi Penelitian Dan Pengkajian Ilmiah Eksakta - JPPIE
Publisher : LPPM Universitas Dharma Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jppie.v4i2.1972

Abstract

This study aims to analyze the differences in preferences between Generation Y and Generation Z in choosing coffee shops in Palembang. The research sample consists of 100 respondents, evenly divided into 50 respondents from Generation Y and 50 from Generation Z. The analytical method used is an independent t-test to determine whether there is a significant difference in preferences between the two generations. The results show that there is a significant difference in preferences between Generation Y and Generation Z when selecting a coffee shop. Factors influencing preferences include product quality, shop ambiance, price, and accessibility. These findings are expected to provide insights for coffee shop owners in designing marketing strategies that align with the characteristics of each generation.
Co-Authors Mellita, Dina