Consumer Motivation to Visit a New Coffee Shop: Empirical Study on Generation Y and Z Motivation

The coffee shop business is currently on the rise, supported by people’s culture, especially generations Y and Z. Generations Y and Z are generations that are very responsive to information and tend to like new things, including culinary matters, they are motivated to find new coffee shops and that can provide satisfaction that can encourage intention to visit again as well as positive word-of-mouth. This study aims to see whether the motivation of generations Y and Z both intrinsically and extrinsically can influence the satisfaction of visiting a new coffee shop and see whether satisfied visitors have the intention to visit again and share positive word-of-mouth to people. Around those asking for recommendations. The research was conducted in Yogyakarta by distributing online questionnaires through the Google form with the target respondents from generations Y and Z or from the age range of 17–41 years.