ANALISIS MOTIVASI DAN PERILAKU PELANGGAN DALAM MELAKSANAKAN KEGIATAN WORK FROM CAFE (WFC) DI KOTA BANDUNG

    Sheila Fauzia Triananda Putri, - and Taufik Abdullah, - (2025) ANALISIS MOTIVASI DAN PERILAKU PELANGGAN DALAM MELAKSANAKAN KEGIATAN WORK FROM CAFE (WFC) DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Fenomena Work from Cafe (WFC) mengalami peningkatan yang cukup pesat seiring adanya pertumbuhan teknologi serta meningkatnya fleksibilitas kerja, yang mendorong individu untuk mendapatkan ruang kerja alternatif yang mendukung aktivitasnya. Fenomena ini umum terjadi khususnya di kalangan pekerja remote dan mahasiswa. Penelitian ini bertujuan untuk memahami motivasi dan perilaku pelanggan dalam melaksanakan WFC. Penelitian ini dilakukan di beberapa kafe yang berada di kota Bandung, mengingat industri kafe di kota ini sangat pesat. Penelitian ini menggunakan pendekatan kualitatif generik. Pengumpulan data dilakukan dengan teknik purposive sampling dan snowball sampling melalui metode wawancara semi terstruktur kepada 16 partisipan yang terdiri dari pekerja remote dan mahasiswa. Hasil penelitian menunjukan motivasi kunjungan pelanggan berbeda-beda, namun secara garis besar terdapat dua jenis motivasi yang mendorong individu dalam melaksanakan WFC, yakni motivasi yang didorong oleh kafe (driven by place) dan juga motivasi yang didorong oleh diri sendiri (driven by self). Sementara itu, perilaku pelanggan selama berkegiatan WFC menunjukan pola-pola tertentu yang antar individu, meliputi latar belakang melaksanaan WFC, frekuensi kunjungan, durasi kunjungan, pemilihan waktu, preferensi bekerja secara individu atau bersama orang lain, serta pembelian produk di kafe. Kata kunci: Work from Cafe, Work from Anywhere, Motivasi Pelanggan, Perilaku Pelanggan The phenomenon of work from cafe (WFC) has seen significant growth alongside technological advancements and increased work flexibility, which have encouraged individuals to seek alternative workspaces that support their activities. This phenomenon is particularly common among remote workers and university students. This study aims to explore the motivation and behavior of customers engaging in WFC activities. The research was conducted at several cafes in Bandung, a city known for its rapidly growing cafe industry. This study employed a generic qualitative approach. Data were collected using purposive and snowball sampling techniques through semi-structured interviews with 16 participants consisting of remote workers and students. The findings reveal that customers' motivations vary, but are generally categorized into two main categories, those are motivated by the cafe (driven by place) and motivations that come from the customers themselves (driven by self). Furthermore, customers' behavior during WFC demonstrates several patterns, such as the background of starting WFC, frequency of visits, duration of stay, choice of time, preference for working individually or with others, and purchasing behavior within the cafe. Keyword: Work from Cafe, Work from Anywhere, Customer Motivation, Customer Behavior

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: Sinta ID Dosen Pembimbing Taufik Abdullah: 6127535
    Uncontrolled Keywords: Work from Cafe, Work from Anywhere, Motivasi Pelanggan, Perilaku Pelanggan Work from Cafe, Work from Anywhere, Customer Motivation, Customer Behavior
    Subjects: B Philosophy. Psychology. Religion > BF Psychology
    G Geography. Anthropology. Recreation > GV Recreation Leisure
    H Social Sciences > H Social Sciences (General)
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
    Depositing User: Sheila Fauzia Triananda Putri
    Date Deposited: 08 Oct 2025 03:23
    Last Modified: 13 Oct 2025 02:28
    URI: http://repository.upi.edu/id/eprint/140700

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