The Effect of Social Media Marketing, Price, and Location on Generation Z’s Purchasing Decisions at a Local Coffee Shop (A Case Study of Sinonamanis Cafe)
DOI:
https://doi.org/10.29407/jby8hk98Abstract
Research objectives: This study aims to examine both the partial and simultaneous effects of social media marketing, price, and location on the purchasing decisions of Generation Z consumers at Sinonamanis Cafe, a local coffee shop that actively utilizes TikTok as its primary marketing platform.
Design/Method/Approach : This study uses a quantitative approach with a causality approach. The research population consists of all 388 followers of the TikTok account @sinonamaniscafe, with a sample of 197 respondents determined using the Slovin formula and purposive sampling technique. Data collection was conducted through questionnaires, while data analysis used classical assumption tests, multiple linear regression analysis, determination coefficients, and hypothesis testing (t-test and F-test) with the help of SPSS version 23.
Research Findings : The results showed that social media marketing, price, and location simultaneously had a significant effect on Generation Z's purchasing decisions. Partially, the three independent variables also had a positive and significant effect on purchasing decisions, with location being the most dominant factor. The coefficient of determination (R) value of 0.325 indicates that 32.5% of the variation in purchasing decisions can be explained by these three variables, while the rest is influenced by other factors outside the scope of this study
Theorical contribution/ Originality : Theoretical contribution/Originality: This study integrates digital marketing factors (social media marketing) and conventional factors (price and location) in explaining Generation Z's purchasing decisions. The novelty lies in the focus on local coffee shops actively utilizing TikTok as a marketing medium.
Practitioner/Policy Implications: The results of this study can be used as a reference for coffee shop businesses in developing effective marketing strategies through social media optimization, value-based pricing, and strategic location selection in line with the characteristics of Generation Z.
Research Limitations : This study is limited to a single object and uses a quantitative approach. Further research is recommended to expand the object, add variables, and use more diverse research methods.
Keywords:
social media marketing , price , location , purchase decision , Generation Z, Coffee shopDownloads
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