Preferensi Generasi Z Surabaya dalam Memilih Tempat Dining-Out
DOI:
https://doi.org/10.9744/jmp.10.2.106-122Keywords:
preferensi, generasi z, atribut restoran, Confirmatory Factor Analysis (CFA)Abstract
Generasi Z merupakan salah satu generasi yang potensial di bisnis restoran, oleh karena itu penting bagi para pebisnis khususnya di bidang food and beverages di Surabaya untuk memahami preferensi generasi Z dalam memilih tempat makan. Penelitian ini bertujuan untuk melihat atribut restoran yang penting bagi generasi Z dalam memilih tempat makan. Teknik analisa data yang digunakan dalam penelitian ini adalah statistic deskriptif dan Confirmatory Factor Analysis (CFA). Hasil dari penelitian ini menunjukan facilities related attributes adalah atribut yang paling penting bagi generasi Z Surabaya dalam memilih tempat makan. Selain itu atmosphere and ambiance related attributes, food and drink related attributes, image related attributes, location related attributes dan price related attributes, memiliki kontribusi terhadap preferensi generasi Z Surabaya dalam memilih tempat makan.
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