SIKAP GENERASI Z TERHADAP EKSISTENSI KEDAI KOPI LOKAL DAN INTERNATIONAL

The purpose of this study is to analyze the differences in prices offered by local and international coffee shops, differences in brand image of local and international coffee shops, differences in attitudes toward local and international coffee shops, differences in perceptions of local and international coffee shops, and differences in repurchase intentions between local and international coffee shops. This research is explanatory, and the data sources used are primary data. The population consists of people who make their own decisions to visit Kopi Kenangan and Starbucks. The sample size was 300 respondents, using quota sampling. The data analysis technique used an independent sample t-test. The results of the independent sample t-test indicate significant differences in price, brand image, consumer attitudes, perceived product quality, and repurchase intentions between local and international coffee shops.