Pengaruh Social Media Marketing Activities dan Lifestyle terhadap Keputusan Pembelian Generasi Z di Coffee shop Garut
DOI:
https://doi.org/10.35870/jemsi.v12i4.6593Keywords:
Social Media Marketing Activities, Lifestyle, Purchase Decision, Generation Z, Coffee ShopAbstract
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.
Downloads
References
Ade, A. A. A., Silvester, M., Meilasari, D., Wirantini, P. A. R., Sekar, M. A., & Diva, M. V. A. (2023). Analisis perbedaan persepsi sustainable knowledge dan sustainable awareness dalam perspektif gender pada generasi Z. Business Management Journal, 19(2), 209–217. https://doi.org/10.30813/bmj.v19i2.4824.
Adi, K., Saputra, K., & Paranoan, S. (2024). Do cyber security, digitalisation and data visualisation affect the quality of internal environmental audits? In AABFJ (Vol. 18, No. 2).
Ainun, M., Alshaf, F., & Lilik, I. (2024). The effect of social media marketing, price, and lifestyle on purchasing decision at Wizzmie. Unpublished manuscript.
Alnaser, F., Alghizzawi, M., Abualfalayeh, G., Omeish, F., Alharthi, S., & Al Koni, S. R. (2024). The impact of social media marketing activities on purchase intention. International Review of Management and Marketing, 6, 288–300. https://doi.org/10.32479/irmm.16849.
Angela, V., & Paramita, E. L. (2020). Pengaruh lifestyle dan kualitas produk terhadap keputusan impulse buying konsumen Generasi Z. Jurnal Ekobis: Ekonomi, Bisnis & Manajemen.
Aronson, D., Shigesada, N., Santosa, F., Lewis, M., Li, B., Levine, H., Bandle, C., Lui, R., Miller, W., Weinberger, C., & Weinberger, R. (2018). Hans F. Weinberger (1928–2017). Notices of the American Mathematical Society, 65(07), 1. https://doi.org/10.1090/noti1707.
Cindy, N., Qurrotul, A., Sharla, S., & April, L. (2024). Dinamika perilaku Gen Z sebagai generasi internet. Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi, 1(6), 43–51. https://doi.org/10.62383/konsensus.v1i6.433.
Hair, J. F., et al. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) using R. SAGE Publications.
K S, D., & Massand, A. (2025). A study on reflective factors of social media marketing activities and its influence on purchase intention of Gen Z. Acta Psychologica, 259. https://doi.org/10.1016/j.actpsy.2025.105459.
Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of advertising in social networking sites. Journal of Interactive Advertising, 10(2), 16–27. https://doi.org/10.1080/15252019.2010.10722167.
Nadhifah, R. S., Reihansyah, M., Rizki, M., & Zainarti. (2025). Strategi kedai Teduh Kenduri Kopi di Jalan Gaharu dalam mempertahankan popularitas di tengah persaingan coffee shop di Kota Medan. Jurnal Ilmiah Ekonomi dan Manajemen. https://doi.org/10.61722/jiem.v3i12.7588.
Ningrum, K. K., & Roostika, R. (2021). The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia. International Journal of Research in Business and Social Science, 10(5), 34–45. https://doi.org/10.20525/ijrbs.v10i5.1314.
Putu, I., Gunawan, B. A., Setini, M., Pramana, S., Bayu, I. P., & Gunawan, A. (2024). The effect of price, service quality, and location on purchase decisions at Tan-Panama Coffee Shop in Denpasar. Journal of Governance, Taxation and Auditing, 202, 1–12.
Rahmasari, N. A. (2025). The influence of lifestyle and price on the purchase decision of thrifting goods at Ozingstyle Thrift Store Jombang. Reinforce: Journal of Sharia Management, 4(2), 76–89. https://doi.org/10.21274/reinforce.v4i2.11269.
Ramzan, M., Nasreen, N., Imdadullah, M., & Ahmad, R. (2025). Social media and consumer buying behavior decision: What entrepreneurs should know? Pakistan Journal of Humanities and Social Sciences, 13(1), 148–157. https://doi.org/10.52131/pjhss.2025.v13i1.2685.
Saputra, K. A. J., & Komaladewi, R. (2025). The effect of lifestyle, physical environment, and electronic payment on purchase decisions. Jurnal Ilmiah Manajemen Kesatuan, 13(6), 4539–4550. https://doi.org/10.37641/jimkes.v13i6.4066.
Sarkis, N., Jabbour Al Maalouf, N., & El Lakiss, R. (2024). Examining influencer marketing: The roles of para-social relationships, unpaid collaborations, and trustworthiness in shaping consumer buying behavior. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2419501.
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking, 25(9), 3882–3905. https://doi.org/10.1108/BIJ-05-2017-0092.
Zhulal, M., Marits, S. A., & Herman, S. (2024). Generation Z purchasing behavior profile in the digital economy: Normative analysis in online markets. Jurnal Ilmiah Manajemen Kesatuan, 12(1).
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Maitri Putri Noer Haifa, Hilman Rismanto, Gita Garliani
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
