ANALISIS POTENSI DAYA TARIK DALAM MEMBENTUK KEPUTUSAN GEN Z MENGUNJUNGI WISATA KULINER (COFFEE SHOP) DI YOGYAKARTA STUDI KASUS: C28 COFFEE - SOCIAL SPACE

Ekananta, David Sondak (2025) ANALISIS POTENSI DAYA TARIK DALAM MEMBENTUK KEPUTUSAN GEN Z MENGUNJUNGI WISATA KULINER (COFFEE SHOP) DI YOGYAKARTA STUDI KASUS: C28 COFFEE - SOCIAL SPACE. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

This study aims to analyze the potential attractiveness of a coffee shop in influencing Generation Z’s (Gen Z) decision to visit culinary tourism, particularly C28 Coffee – Social Space in Yogyakarta. The research is grounded in the growing interest of Gen Z in coffee shops that not only serve beverages but also provide aesthetic ambiance, social experience, and lifestyle value. A descriptive qualitative approach was used, employing interviews, observations, and documentation as data collection techniques. The data were analyzed using the SOAR framework (Strengths, Opportunities, Aspirations, Results) to evaluate the attraction potential of C28 Coffee – Social Space The findings indicate that key attraction elements such as artistic lighting, aesthetic interior design, comfortable atmosphere, strong social media presence, and supporting facilities like photobox and live music performance significantly influence Gen Z’s decision to choose C28 Coffee – Social Space as both a hangout and culinary tourism destination. This study contributes to developing marketing strategies for coffee shops based on visual appeal and experiential value and enriches the literature on urban culinary tourism relevant to the Gen Z market segment.

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