UNDERSTANDING GEN-Z CONSUMER LOYALTY AS COFFEE SHOP CONSUMERS IN EXPERIENTIAL MARKETING, PRODUCT QUALITY, SERVICE QUALITY, PROMOTION, AND PRODUCT PRICE

NURAINI RAHMAD

Abstract


Coffee is one of the main tropical commodities that is popular and traded in various circles around the world, contributing half of the total exports of tropical commodities. Increased coffee consumption and changes in people's lifestyles have also led to the growth of coffee shops, especially in urban areas. This phenomenon has driven changes in the lifestyles of urban communities, who now view coffee shops not only as places to enjoy coffee, but also as social spaces, places to relax, and even workplaces for various groups. Based on various consumer segments, Generation Z plays an important role as the majority of coffee shop consumers who visit more often than other generations. Increasing competition among local coffee shops has encouraged business actors to better understand the various factors that influence consumer loyalty among Generation Z. The purpose of this study is to determine the effect of experiential marketing, product quality, service quality, promotion, and price on consumer loyalty to coffee shops in Semarang. The data analysis technique used multiple linear regression. The results of the study indicate that experiential marketing has a positive and significant effect on consumer loyalty. Product quality has a positive and significant effect on consumer loyalty. Service quality has a positive and significant effect on consumer loyalty. Promotions have a positive and significant effect on consumer loyalty.

Full Text:

PDF

References


Amellinda, R., Syarief, R., & Wulandari, R. (2023). CONSUMER BEHAVIOR IN MAKING DECISIONS TO BUY COFFEE AT COFFEE SHOP IN BOGOR CITY. Jurnal Doktor Manajemen, 6(2), 116–126. doi: https://doi.org/https://doi.org/10.22441/jdm.v6i2.21550

Arismunandar, T. M., Hartoyo, & Krisnatuti, D. (2019). THE INFLUENCE OF EXPERIENTIAL MARKETING ON CUSTOMER SATISFACTION AND LOYALTY OF CORNER COFFEE SHOP IN LANGSA. Jurnal Manajemen & Agribisnis, 16(1), 77–85. doi :

https://doi.org/http://dx.doi.org/10.17358/jma.16.1.77

Azzahra, M., Abdurahman, A. I., & Alamsyah. (2023). Fenomena Ngopi di Coffee Shop Pada Gen Z. Social Science Academy, 1(2), 493–506. doi: https://doi.org/10.37680/ssa.v1i2.3991

Baisyir, F., & Quintania, M. (2021). PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN KONSUMEN DAN DAMPAKNYA TERHADAP LOYALITAS KONSUMEN. Journal of Management Review, 5(1), 621–632. doi: https://doi.org/http://jurnal.unigal.ac.id/index.php/managementreview

Dennisa, E. A., & Santoso, S. B. (2016). Analisis Pengaruh Kualitas Produk , Kualitas Layanan , dan Citra Merek terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening ( Studi pada Klinik Kecantikan Cosmedic Semarang ). Diponegoro Journal of Management, 5(3), 1–13.

Efendi, B. (2020). Pengaruh Experiential Marketing , Kepuasan Pelanggan , dan Citra Rumah Makan Terhadap Loyalitas Pelanggan ( Studi Empirik Pada Rumah Makan Saung Mansur Banjarnegara ). Journal of Economic, Management, Accounting and Technology (JEMATech), 3(2), 161–168. doi: https://doi.org/https://doi.org/10.32500/jematech.v3i2.1335

Farisi, S., & Siregar, Q. R. (2020). Pengaruh Harga dan Promosi Terhadap Loyalitas Pelanggan Pengguna Jasa Transportasi Online di Kota Medan. Maneggio: Jurnal Ilmiah Magister Manajemen, 3(1), 148–159. doi:https://doi.org/https://doi.org/10.30596/maneggio.v3i1.4941

Firmansyah, D., Suryana, A., Susetyo, D. P., & Rifa’i, A. A. (2020). Jurnal Mirai Management Jurnal Mirai Management. Jurnal Mirai Management, 5(2), 292–303. doi:

https://doi.org/https://doi.org/10.1234/mirai.v5i2.619

Hudaya, A. (2020). Dinasti International Journal Of Management Science. ANALYSIS OF CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION IN KEDAI COFFEE (Case Study of SMEs in Jakarta Indonesia), 1(6), 954–969. doi: https://doi.org/10.31933/DIJMS

Ilhamsyah, & Mulyani, A. (2018). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Serta Dampaknya Pada Loyalitas Konsumen Indomaret Bagus Kuning Plaju. Jurnal Media Wahana Ekonomika, 14(4), 24–46. doi: https://doi.org/https://doi.org/10.31851/jmwe.v14i4.1989

Minh, N. V., & Huu, N. H. (2016). The Relationship between Service Quality , Customer Satisfaction and Customer Loyalty : An Investigation in Vietnamese Retail Banking Sector. Journal of Competitiveness, 8(2), 103–116. doi: https://doi.org/10.7441/joc.2016.02.08

Novitawati, R. A. D., Mahfud, A., & Sasongko, T. (2019). Pengaruh Kualitas Produk dan Harga Terhadap Loyalitas Pelanggan pada Sanger Warung Kopi Aceh Kota Malang. Jurnal Ilmu Manajemen Dan Akutansi, 7(2), 130–136. doi: https://doi.org/https://doi.org/10.33366/ref.v7i2.1590

Nugroho, A. Y., & Magnadi, R. H. (2018). PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN. Diponegoro Journal of Management, 7(4), 1–7.

Nurdeagraha, D., & Suryawardana, E. (2020). Analysis of Factors that Increase Customer Satisfaction Coffee Products. Journal of Digital Marketing and Halal Industry, 2(2), 155–166. doi: https://doi.org/http://dx.doi.org/10.21580/jdmhi.2020.2.2.6352

Nurwulandari, A., & Maharani, S. (2021). Pengaruh Harga, Produk, Distribusi dan Promosi Terhadap Kepuasan Konsumen dan Dampaknya pada Loyalitas Pelanggan pada Kedai Kopi Coffee 19 Cafe (2020). Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 5(3), 465–493. doi: https://doi.org/https://doi.org/10.31955/mea.v5i3.1539

Permono, V. R., & Pasharibu, Y. (2021). Pengaruh Kualitas Layanan, Harga, dan Promosi Terhadap Loyalitas Pelanggan pada Pizza Hut. Jurnal Ilmiah Mahasiswa Ekonomi Volume 04 Nomor 01 Tahun 2021 ISSN, 04(01), 47–61. doi: https://doi.org/https://doi.org/10.36778/jesya.v5i2.808

Pramagista, A., & Wandebori, H. (2021). Propose Business Strategy for Coffee Shop in Indonesia ( XYZ Company ). European Journal of Business and Management Research, 6(1).

Quan, L., Han, H., Ariza-montes, A., & Ryu, H. B. (2025). Emerging nature cafe : Boosting customer quality of life , emotional well-being , and positive approach behavior. Acta Psychologica, 254, 104845. doi: https://doi.org/10.1016/j.actpsy.2025.104845

Soliha, E., Aquinia, A., Hayuningtias, K. A., & Ramadhan, K. R. (2021). The Influence of Experiential Marketing and Location on Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 1327–1338. doi: https://doi.org/10.13106/jafeb.2021.vol8.no3.1327

Tantowi, A. I., & Pratomo, A. W. (2020). Pengaruh Store Atmosphere d an Experiential Marketing Terhadap Keputusan Pembelian Di Kopi Daong Pancawati. Jurnal Ilmiah Manajemen Kesatuan, 8(2), 65–78.

Wati, W. T., Aprileny, I., & Emarawati, J. A. (2020). Pengaruh Kualitas Pelayanan , Kepuasan Konsumen dan Promosi Terhadap Loyalitas Pelanggan The Media Hotel & Towers Jakarta. Jurnal Akuntansi Dan Manajemen, 17(02), 39–47




DOI: https://doi.org/10.31846/jae.v14i2.1053

Refbacks

  • There are currently no refbacks.


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

e-Jurnal Apresiasi Ekonnomi Indexed by: