Pengaruh Work From Café Lifestyle, Fasilitas Café dan Social Influence terhadap Keputusan Berkunjung ke Café 24 Jam pada Generasi Z

Ruth Christina Rumantiningsih; Santi Widyaningrum; Pieter Sahertian; Catharina Aprillia Hellyani

doi:10.30640/digital.v5i2.7154

Authors

Ruth Christina Rumantiningsih Universitas Ma Chung
Santi Widyaningrum Universitas Ma Chung
Pieter Sahertian Universitas Ma Chung
Catharina Aprillia Hellyani Universitas Ma Chung

DOI:

https://doi.org/10.30640/digital.v5i2.7154

Keywords:

Café Facilities, Generation Z, Social Influence, Visiting Decision, Work From Café Lifestyle

Abstract

The development of flexible working culture and the growing popularity of cafés as productive spaces have led to the emergence of the Work From Café Lifestyle among Generation Z. Cafés are no longer solely places for consumption but also serve as spaces for working, studying, completing assignments, and socializing. This study aims to analyze the influence of Work From Café Lifestyle, café facilities, and social influence on the decision to visit 24-hour cafés among Generation Z in Malang City. A quantitative approach with a survey method was employed. The sample consisted of 150 respondents selected using purposive sampling. Data were collected through a questionnaire distributed via Google Forms and analyzed using multiple linear regression with SPSS software. The results show that Work From Café Lifestyle, café facilities, and social influence simultaneously have a significant effect on visiting decisions, with an F-value of 13.598 and a significance level of 0.000. Partially, café facilities have the strongest influence on visiting decisions (β = 0.600), followed by social influence (β = 0.373) and Work From Café Lifestyle (β = 0.093). The coefficient of determination (R²) of 0.288 indicates that the three independent variables explain 28.8% of the variation in visiting decisions. These findings suggest that facility quality, social support, and the trend of working in cafés contribute to increasing Generation Z's decisions to visit 24-hour cafés.

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