Analisis Faktor-Faktor yang Memengaruhi Minat Beli Generasi Z di Minimarket: Fokus pada Servicescape dan Strategi Harga

Abstract

This study aims to analyze the factors influencing Generation Z's purchase intention at minimarkets, with a specific focus on servicescape and price discount strategies. Generation Z represents a significant consumer segment characterized by high expectations of store comfort and sensitivity to promotional pricing. A quantitative approach was employed using survey method with purposive sampling technique, involving 140 respondents aged 20-28 years who had shopped at Indomaret and Alfamart minimarkets in Muncar District, Banyuwangi Regency. Data were analyzed using multiple linear regression with IBM SPSS. The results indicate that servicescape has a positive and significant effect on Generation Z's purchase intention (t-count 6.771 > t-table 1.977; sig. 0.000). Price discounts also show a positive and significant influence (t-count 5.917 > t-table 1.977; sig. 0.000). Simultaneously, both variables significantly affect purchase intention (F-count 104 > F-table 3.06; sig. 0.000) with an adjusted R² value of 0.590, indicating that 59% of purchase intention is explained by these factors. Servicescape emerged as the dominant variable, suggesting that physical store environment plays a crucial role in encouraging Generation Z's buying interest, supported by attractive discount strategies. These findings provide practical insights for minimarket managers in developing store atmosphere and promotional strategies aligned with Generation Z characteristics.