KEPUASAN KONSUMSI KOPI LOKAL GEN Z DITINJAU DARI STORE ATMOSPHERE DAN CUSTOMER EXPERIENCE DI KOTA SOLO TAHUN 2024 - Achmad Mufid Marzuqi; Fikrina Faraidi Fardani (Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE), 2024)
Perkembangan coffee shop lokal sangat pesat dan tersebar di banyak titik-titik keramaian di Kota Solo. Adanya keunikan produk yang ditawarkan dan kenyamanan tempat yang diberikan menjadikan salah satu daya tarik bagi Gen Z untuk memilih coffee shop lokal sebagai tempat untuk nongkrong, mengerjakan tugas, ataupun bertemu rekan. Konsumen di masa sekarang ini memiliki banyak pilihan untuk memilih kedai kopi favoritnya. Tatanan lampu, pemilihan musik, desain layout saat ini menjadi perhatian Gen Z dalam memilih coffee shop favoritnya agar tetap dapat eksis di masyarakat. Selain itu, pelayanan yang baik, keragaman biji kopi yang banyak, keunikan yang ditawarkan membuat konsumen memiliki customer experience yang berbeda ketika mengunjungi sebuah coffee shop. Metodologi penelitian ini menggunakan non-probability sampling. Sampel penelitian berjumlah 100 orang. Teknik yang digunakan adalah teknik purposive sampling, dimana sampel dipilih berdasarkan kriteria tertentu, seperti: responden berdomisili di Kota Solo, responden merupakan Gen Z (saat ini berusia maksimal 27 tahun), dan responden pernah mengunjungi coffee shop lokal dalam 3 bulan terakhir. Hasil penelitian menunjukkan 62,4% store atmosphere dan customer experience mempengaruhi kepuasan konsumen. Mayoritas responden mahasiswa mengunjungi coffee shop seperti Cold n Brew, Bahagia Bersama Kopi, dan Loske untuk mengerjakan tugas Kata Kunci: : store atmosphere, customer experience, kepuasan, Gen Z, kopi ABSTRACT The development of local coffee shops is very rapid and spread across many busy spots in the city of Solo. The uniqueness of the products offered and the comfort of the place provided is one of the attractions for Gen Z to choose a local coffee shop as a place to hang out, do assignments, or meet colleagues. Consumers today have many choices to choose their favorite coffee shop. The lighting arrangement, music selection, layout design are currently Gen Z's concerns in choosing their favorite coffee shop so that it can continue to exist in society. Apart from that, good service, a large variety of coffee beans, and the uniqueness offered make consumers have a different customer experience when visiting a coffee shop. This research methodology uses non-probability sampling. The research sample consisted of 100 people. The technique used is a purposive sampling technique, where the sample is selected based on certain criteria, such as: the respondent lives in the city of Solo, the respondent is Gen Z (currently a maximum of 27 years old), and the respondent has visited a local coffee shop in the last 3 months. The research results show that 62.4% of store atmosphere and customer experience influence consumer satisfaction. The majority of student respondents visit coffee shops such as Cold n Brew, Bahagia Bersama Kopi, and Loske to do assignments.