<![CDATA[The coffee startup business has experienced rapid growth in the digital era, particularly with the support of social media as a tool for marketing and brand communication with consumers. Intensifying competition compels coffee business owners to devise marketing strategies that foster emotional connections with consumers—specifically Generation Z, a demographic known for its active engagement with digital media. One widely adopted strategy is brand storytelling, which involves conveying a brand's narrative authentically and emotionally to establish identity and build rapport with consumers. This study aims to analyze the impact of brand storytelling on brand trust and purchase intention among Generation Z regarding coffee startup businesses. A quantitative approach utilizing explanatory research methods was employed. Data were collected via online questionnaires distributed to Generation Z respondents who were familiar with, followed, or had purchased products from coffee startup brands through digital platforms and social media. Purposive sampling was used to select respondents, with the sample size determined by the requirements of quantitative research. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to examine the relationships between the research variables. The results indicate that brand storytelling has a positive and significant influence on both brand trust and purchase intention among Generation Z consumers. Furthermore, brand trust was found to mediate the relationship between brand storytelling and purchase intention. These findings demonstrate that authentic and relevant brand stories—which effectively convey the brand's values and identity—can enhance consumer trust and stimulate purchase intention for coffee startup products. This study is expected to contribute to the development of digital marketing strategies and serve as a reference for coffee business owners seeking to improve their competitiveness among Generation Z consumers.]]>
