Fear of Missing Out (FOMO) dan Lokasi sebagai Faktor Pendorong Gen Z dalam Berkunjung Ke Coffeeshop Kota Medan
DOI:
https://doi.org/10.58192/wawasan.v3i4.5148Keywords:
Coffee Shop, Generation Z, Location, Medan City, Visiting DecisionAbstract
This study aims to analyze the influence of Fear of Missing Out (FOMO) and location on Generation Z’s decision to visit coffee shops in Medan City. The research employed a quantitative approach with an associative design to examine the relationships among the variables. Primary data were collected through questionnaires distributed to 100 Generation Z respondents who had visited coffee shops in Medan, selected using a purposive sampling technique. The collected data were analyzed using multiple linear regression with the assistance of SPSS software. Prior to hypothesis testing, the data were evaluated through classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests, to ensure that the regression model met the required statistical assumptions. The findings indicate that Fear of Missing Out (FOMO) has a positive and significant effect on visiting decisions, as evidenced by a significance value of 0.014 (<0.05). Likewise, location has a positive and significant influence on visiting decisions, with a significance value of 0.003 (<0.05). These results suggest that social media-driven psychological factors and strategic business locations play important roles in encouraging Generation Z to visit coffee shops in Medan City.
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