<![CDATA[This study aims to describe the results of the analysis of the motivation and enthusiasm of generation z in building a coffee afternoon business, the first street coffee in the village of Pasar Lubuk Landai, Tanah Sepenggal District, Bungo Regency, Jambi Province, from the results of the analysis shows the great enthusiasm and motivation of generation z in building a business in the village of Pasar Lubuk Landau, this is because at this time the development of advanced technology and modern lifestyle for all ages especially in the village of Pasar Lubuk Landai, so that it can make it easier for generation z to build a business that can be known by the public through posts and video content on digital platforms, and also has a strategic location so that the motivation and enthusiasm of generation z to build a coffee business in the village, this study uses a qualitative approach with a descriptive method, the subjects of this study include 3 business owners and data collection techniques are carried out by means of observation, interviews, and documentation. Analysis data do with interactif model miles& Huberman.]]>
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