Analisis Daya Tarik Pop Up Market di Bandung dan Pengaruhnya Terhadap Gaya Hidup Generasi Z

Abstract

This study aims to analyze the attractiveness of Pop Up Markets in Bandung as a form of special interest tourism, describe the lifestyle of Generation Z, and examine the influence of Pop Up Market attractiveness on Generation Z’s lifestyle. The study employed a quantitative approach using a descriptive-correlational method. Data were collected through an online questionnaire distributed to 100 Generation Z respondents who had visited Pop Up Markets in Bandung, using a convenience sampling technique. Data analysis was conducted using SPSS through validity and reliability tests, descriptive statistics, classical assumption tests, Pearson correlation, simple linear regression, coefficient of determination, and t-test. The results showed that the attractiveness of Pop Up Markets was categorized as high with a mean score of 4.074, while Generation Z’s lifestyle was also in the high category with a mean score of 4.076. The correlation test indicated a very strong relationship between the two variables, with a coefficient of 0.911 and a significance value of 0.000. Regression analysis revealed that Pop Up Market attractiveness had a positive and significant effect on Generation Z’s lifestyle. Organizers are recommended to strengthen the emotional value and social interaction of the event, while Generation Z is encouraged to enhance digital adaptation by sharing experiences and engaging with Pop Up Market trends through social media.

Keywords: pop up market, tourist attraction, lifestyle, Generation Z, Bandung