Relationship between Coffee to Go’s Serviscape with Brand Loyalty Perceptions of Z gens

Abstract

Now drinking coffee is no longer a habit in the morning, but also a lifestyle that cannot be missed for millennials, especially gen Z. Coffee spots thrive in urban areas, ranging from simple coffee shops, cafes, to franchise outlets. Massive movements taking place in Bali include the growth of independent coffee shops and ready to go coffee shops (coffee to go). The object of the case study is focused on the type of coffee to go that has developed into a mini cafe, no longer just a take away spot, this turns into a working area during pandemic. The addition of activities certainly marks the addition of facilities. Bitner's Servicescape theory is the basis for analyzing what elements of the physical and non-physical environment have an impact on the response and perception of the community. This article aims to look at the relationship between coffee to go that are experiencing spatial modifications to the perception of brand loyalty from generation Z (gen Z) in Bali as the focus group that dominates the market in this area. The research data was collected through a social media polls and observations are made with the output in the form of photos and layout plans of the coffee to go. The results of this study found that clean industrial and Japanese industrial interior designs are gen Z's favorite for the interior of a coffee to go. Serviscape that affects gen Z's brand loyalty when the coffee to go function is modified for the work area includes the availability of facilities that allow for work, natural lighting, noise levels in the range of 47-75 db, and the choice of music with a slow tempo.