Pengaruh Gaya Hidup dan Cafe Atmosphere Terhadap Keputusan Pembelian Konsumen Generasi Z di Kopi Kenangan Jember

Abstract

Generation Z is a consumer group with distinctive consumption characteristics, particularly in the modern café industry. The rapid growth of coffee shops in Jember Regency requires business actors to understand factors influencing Generation Z’s purchase decisions. This study aims to analyze the effect of lifestyle and café atmosphere on Generation Z’s purchase decisions at Kopi Kenangan Jember, both partially and simultaneously. This research adopts a quantitative approach based on consumer behavior theory proposed by Kotler and Keller. The sample consisted of 130 respondents selected using purposive sampling. Data were collected through Likert-scale questionnaires, supported by observations and interviews. Data analysis employed multiple linear regression, including validity tests, reliability tests, classical assumption tests, and hypothesis testing. The results indicate that lifestyle and café atmosphere have a positive and significant effect on Generation Z’s purchase decisions, both partially and simultaneously. These findings suggest that Generation Z’s purchasing decisions are influenced not only by functional needs, but also by lifestyle compatibility and a café atmosphere that is comfortable and aesthetically appealing.