Publisher

IRSCIRSC

Journal PHINISIPHINISI Abstract

This study aims to analyze the influence of digital marketing, Gen Z lifestyle, and Cafe atmosphere on purchasing decisions at Cafe Biji Kopi. The research employs a quantitative approach using a survey method, with a questionnaire that was tested for validity during a pilot study involving 30 respondents and subsequently deemed valid. The research sample consists of 96 respondents who are Gen Z consumers of Cafe Biji Kopi. Data were analyzed using a multiple linear regression model with the assistance of SPSS version 27 software. The main findings indicate that digital marketing, lifestyle, and Cafe atmosphere have a positive and significant effect on purchasing decisions, both partially and simultaneously. The implications of this study emphasize that the success of modern Cafes is not solely determined by product quality, but also by the effective implementation of digital marketing strategies, alignment with the lifestyle of Gen Z, and the creation of a Cafe atmosphere that provides a positive consumer experience. Therefore, the results of this study are expected to serve as a practical reference for Cafe managers in formulating marketing strategies that are adaptive to the characteristics of Gen Z.

Conclusion

The study concludes that the success of Cafe Biji Kopi in attracting consumer purchasing decisions is influenced by the optimal integration of digital marketing, an understanding of Gen Zs lifestyle, and the creation of a supportive cafe atmosphere.Digital marketing plays a significant role in shaping consumer perceptions and intentions, while Gen Zs lifestyle prioritizes experiences and social aspects.A comfortable and attractive cafe atmosphere further strengthens consumer motivation to make purchases.Therefore, a holistic marketing strategy that combines digital and physical aspects is key to increasing the cafes competitiveness.

Future Research

Penelitian lanjutan perlu dilakukan dengan memperluas cakupan studi ke beberapa cafe dan lokasi penelitian untuk meningkatkan generalisasi temuan. Selain itu, penelitian di masa depan dapat melibatkan responden dari berbagai generasi untuk memberikan perbandingan perilaku konsumen yang lebih komprehensif. Untuk memperdalam pemahaman mengenai perilaku konsumen cafe di era digital, disarankan untuk menggabungkan variabel tambahan seperti kualitas produk, harga, kualitas layanan, kepuasan pelanggan, dan loyalitas pelanggan. Lebih lanjut, penggunaan metode campuran atau pendekatan kualitatif dapat memberikan wawasan yang lebih mendalam mengenai persepsi dan motivasi konsumen. Terakhir, penelitian selanjutnya dapat menguji efektivitas strategi pemasaran digital yang lebih spesifik, seperti personalisasi konten berdasarkan preferensi Gen Z, atau penggunaan teknologi augmented reality untuk meningkatkan pengalaman konsumen di cafe. Penelitian-penelitian ini diharapkan dapat memberikan kontribusi signifikan bagi pengembangan strategi pemasaran yang lebih efektif dan berkelanjutan bagi industri cafe.

References

1. The success of Cafe Biji Kopi: digital marketing, café atmosphere, and Gen-Z lifestyle | PHINISI.... doi.org/10.64282/phi.v2i4.110The success of Cafe Biji Kopi digital marketing cafy atmosphere and Gen Z lifestyle PHINISI doi 10 64282 phi v2i4 110
2. An Influence of Product Quality and Price on Consumer Purchase Interest a Low Cost Green Cars | International... jurnal.ceredindonesia.or.id/index.php/injects/article/view/734An Influence of Product Quality and Price on Consumer Purchase Interest a Low Cost Green Cars International jurnal ceredindonesia index php injects article view 734

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