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Abstract

This study aims to analyze the influence of Social Media Marketing Activities (SMMA) and lifestyle on Generation Z purchasing decisions at coffee shops in Garut. A quantitative research approach was employed using a survey method involving 180 Generation Z respondents who had previously made purchases at coffee shops and actively used social media. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that lifestyle has a positive and significant effect on purchasing decisions, with a path coefficient of 0.611 (t = 9.791; p < 0.001), while Social Media Marketing Activities also demonstrate a positive and significant effect, with a coefficient of 0.291 (t = 4.538; p < 0.001). The R² value of 0.701 indicates that both variables explain 70.1% of the variance in purchasing decisions. These results suggest that lifestyle exerts a more dominant influence than social media marketing activities in shaping Generation Z purchasing decisions. This study provides practical implications for coffee shop businesses to integrate digital marketing strategies with experience and value creation aligned with young consumers’ lifestyles. Theoretically, this research contributes to the enrichment of consumer behavior literature, particularly within non-metropolitan contexts.

Keywords

Social Media Marketing Activities Lifestyle Purchase Decision Generation Z Coffee Shop

How to Cite

Citation Format
Haifa, M. P. N., Rismanto, H., & Garliani, G. (2026). Pengaruh Social Media Marketing Activities dan Lifestyle terhadap Keputusan Pembelian Generasi Z di Coffee shop Garut. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 12(4), 3332-3343. https://doi.org/10.35870/jemsi.v12i4.6593

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Author Biographies

Maitri Putri Noer Haifa, Universitas Garut

Fakultas Ekonomi, Universitas Garut, Indonesia.

Hilman Rismanto, Universitas Garut

Fakultas Ekonomi, Universitas Garut, Indonesia.

Gita Garliani, Universitas Garut

Fakultas Ekonomi, Universitas Garut, Indonesia.

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Copyright (c) 2026 Maitri Putri Noer Haifa, Hilman Rismanto, Gita Garliani

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This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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