From consumption space to productivity space: The effects of service quality and facilities on Generation-Z customer loyalty at Kopi Kenangan Surabaya
DOI:
https://doi.org/10.67964/ey36bm44Keywords:
Generation-Z, Kopi Kenangan, Service quality, Coffee shop facilities, Customer loyaltyAbstract
The growing use of coffee shops as productivity spaces among Generation-Z makes service quality and facilities increasingly important in shaping customer loyalty. This study aims to analyze the effects of service quality and facilities on Generation-Z customer loyalty at Kopi Kenangan Surabaya as a productivity space. A quantitative survey was conducted with 80 Generation-Z consumers selected through purposive sampling, using a Likert-scale questionnaire and multiple linear regression analysis with IBM SPSS. The results show that service quality has no significant effect on customer loyalty (β = 0.181, p = 0.114), whereas facilities have a positive and significant effect (β = 0.456, p < 0.001). Simultaneously, service quality and facilities significantly affect customer loyalty, with an R² of 0.335. These findings indicate that facilities play a more decisive role in Generation-Z loyalty when coffee shops are used as productivity spaces, suggesting that productivity-supporting facilities should be prioritized to retain customers.
Abstrak
Perkembangan coffee shop sebagai ruang produktivitas bagi Generasi-Z menjadikan kualitas layanan dan fasilitas semakin penting dalam membentuk loyalitas konsumen. Penelitian ini bertujuan menganalisis pengaruh kualitas layanan dan fasilitas terhadap loyalitas konsumen Generasi-Z pada Kopi Kenangan Surabaya sebagai ruang produktivitas. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 80 konsumen Generasi-Z yang dipilih dengan purposive sampling, dengan pengumpulan data melalui kuesioner skala Likert dan analisis regresi linear berganda menggunakan IBM SPSS. Hasil menunjukkan bahwa kualitas layanan tidak berpengaruh signifikan terhadap loyalitas konsumen (β = 0,181, p = 0,114), sedangkan fasilitas berpengaruh positif dan signifikan (β = 0,456, p < 0,001). Secara simultan, kualitas layanan dan fasilitas berpengaruh signifikan terhadap loyalitas dengan R² sebesar 0,335. Temuan ini menunjukkan bahwa fasilitas lebih menentukan loyalitas Generasi-Z dalam penggunaan coffee shop sebagai ruang produktivitas, sehingga penyediaan fasilitas yang mendukung aktivitas kerja dan belajar perlu menjadi prioritas.
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