Pengaruh Media Sosial dalam Mendorong Keputusan Konsumsi Generasi Z di Coffee Shop Kintamani sebagai Wisata Kuliner
DOI:
https://doi.org/10.55606/jempper.v4i2.4202Keywords:
coffee shop, consumption decisions, Generation Z, social mediaAbstract
Kintamani is currently viral on social media with the presence of a coffee shop combined with its natural beauty.This study aims to examine the influence of social media on the consumption decisions of Generation Z at coffee shops in the Kintamani area. A quantitative method was employed using a simple linear regression approach. Data were collected through observation, questionnaires and literature studies. The questionnaire was distributed to 50 Generation Z respondents who had visited a coffee shop in Kintamani.The results show that social media has a positive and significant influence on consumption decisions, with a regression coefficient of 0.754 and a significance value of 0.000. The R Square value of 0.672 indicates that 67.2% of the variation in consumption decisions can be explained by social media activity. These findings suggest that social media functions not only as a promotional tool but also as a strategic communication platform that shapes perception and consumer behavior among Generation Z. Therefore, coffee shop businesses are advised to develop engaging, interactive, and relevant social media content to effectively enhance consumption decisions.
References
Arviana, N., & Santoso, S. (2025). Pengaruh varian menu, kualitas pelayanan, dan media sosial Instagram terhadap keputusan pembelian pada Intano Coffee Shop & Roastery di Krian Sidoarjo. Musytari: Jurnal Manajemen, Akuntansi, dan Ekonomi, 14(5), 41–50. https://doi.org/10.8734/musytari.v14i5.10548.
Astuti, R. (2021). Pengaruh media sosial terhadap keputusan pembelian (Studi kasus pada Gallery Umma Laily). Skripsi tidak diterbitkan, Politeknik Harapan Bersama Tegal.
Apriyanti, A., & Busyra, N. (2023). Pengaruh media sosial Instagram terhadap keputusan pembelian di Waroeng Pak Muh Cijantung. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1733–1746. https://doi.org/10.31955/mea.v7i2.3271.
Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. Journal of Abnormal and Social Psychology, 51(5), 629–636. https://doi.org/10.1037/h0046408.
Dabija, D.-C., Bejan, B. M., & Dinu, V. (2019). How sustainability oriented is Generation Z in retail? A literature review. Transformations in Business & Economics, 18(2), 140–155.
Djafarova, E., & Bowes, T. (2021). ‘Instagram made me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services.
Gray, N., & Fox, M. (2018). Social media marketing: Step by step instructions for advertising your business on Facebook, YouTube, Instagram, Twitter, Pinterest, LinkedIn, and various other platforms. CreateSpace Independent Publishing Platform.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
Haryanto. 2025. Daftar Jumlah Pengguna Media Sosial Indonesia Terbaru, Siapa yang Paling Banyak. DetikInet.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Lubis, A. A., & Rahim, R. (2024). Pengaruh penggunaan media sosial terhadap keputusan pembelian (Studi kasus produk kecantikan pada mahasiswi Manajemen Informatika Sekolah Tinggi Manajemen Sukma Medan). INTECOMS: Journal of Information Technology and Computer Science, 7(3), 752–765.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Nasrullah, R. (2015). Media sosial: Perspektif komunikasi, budaya, dan sosioteknologi. Bandung: Simbiosa Rekatama Media.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Prentice Hall.
Sugianto, N., & Kiky, A. (2023). Social media dan minat beli Gen Z (studi kasus Instagram Starbucks Indonesia). Modus, 35(2), 1–10.
Tuten, T., & Solomon, M. R. (2017). Social Media Marketing. Sage Publications.
Wibowo, W., & Ayuningtyas, F. (2024). Generasi Z sebagai konsumen masa depan: Karakteristik, preferensi, dan tantangan baru. Buana Komunikasi: Jurnal Penelitian dan Studi Ilmu Komunikasi, 5(2), 90–99.
