MILLENNIALS BEHAVIOR REGARDING REVISIT INTENTION OF LOCATION, CAFE ATMOSPHERE, AND LIFESTYLE (Case: HolyWings Jakarta)

SYARIFATUNNISA, SADIQA (2021) MILLENNIALS BEHAVIOR REGARDING REVISIT INTENTION OF LOCATION, CAFE ATMOSPHERE, AND LIFESTYLE (Case: HolyWings Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The current phenomenon continuing is about the eating pattern of millennials has changed, they usually eat at home, but now they prefer to eat at restaurants or cafes. They have supported by their lifestyle who likes to socialize with people or hang out at the restaurant or café. The millennials currently prefer casual dining restaurants or cafes to eat, and a café or restaurant itself is a place to enjoy live entertainment. Therefore, in this study, the author researched knowing what factors affect the revisit intention of Holywings Gunawarman. The objectives of this research are (1) to analyze the influence and effect of location on revisit intention to HolyWings Gunawarman (2) to analyze the influence and effect café atmosphere on revisit intention to HolyWings Gunawarman (3) to analyze the influence and effect of lifestyle on revisit intention to HolyWings Gunawarman. This type of research is quantitative. The research sample was 105 visitors who had visited Holywings Gunawarman. Through the path analysis from PLS for version 3.0, it can be concluding that (1) the location has a positive and significant positive effect on revisit intention (2) lifestyle has a positive but insignificant effect on revisit intention (3) the café atmosphere has a positive and significant effect on revisit intention. Keywords: Location, Café Atmosphere, Lifestyle, Holywings Fenomena yang terus berlanjut saat ini adalah pola makan kaum milenial sudah berubah, biasanya mereka makan di rumah, tapi sekarang lebih suka makan di restoran atau kafe. Mereka didukung oleh gaya hidup mereka yang suka bersosialisasi dengan orang atau nongkrong di restoran atau kafe. Milenial saat ini lebih memilih casual dining atau kafe untuk makan, dan kafe atau restoran itu sendiri adalah tempat untuk menikmati hiburan live. Oleh karena itu, dalam penelitian ini penulis melakukan penelitian untuk mengetahui faktor-faktor apa saja yang mempengaruhi niat berkunjung kembali Holywings Gunawarman. Tujuan penelitian ini adalah (1) menganalisis pengaruh dan pengaruh lokasi terhadap niat berkunjung kembali ke HolyWings Gunawarman (2) menganalisis pengaruh dan pengaruh suasana kafe terhadap niat berkunjung kembali ke HolyWings Gunawarman (3) menganalisis pengaruh dan pengaruh suasana kafe terhadap niat berkunjung kembali ke HolyWings Gunawarman. gaya hidup dalam niat berkunjung kembali ke HolyWings Gunawarman. Jenis penelitian ini adalah kuantitatif. Sampel penelitian adalah 105 pengunjung yang pernah mengunjungi Holywings Gunawarman. Melalui analisis jalur dari PLS versi 3.0 dapat disimpulkan bahwa (1) lokasi berpengaruh positif dan signifikan terhadap niat berkunjung kembali (2) gaya hidup berpengaruh positif namun tidak signifikan terhadap niat berkunjung kembali (3) suasana kafe berpengaruh berpengaruh positif dan signifikan terhadap niat berkunjung kembali. Kata kunci: Lokasi, Suasana Kafe, Gaya Hidup, Holywings

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