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All Journal Trikonomika: Jurnal Ekonomi Cosmogov: Jurnal Ilmu Pemerintahan Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer EKUITAS (Jurnal Ekonomi dan Keuangan) JINAV: Journal of Information and Visualization Jurnal Pendidikan Vokasi Otomotif Dewantara Journal of Technology International Journal of Business, Economics, and Social Development Abdimas Singkerru Journal of Management Analytical and Solution International Journal of Educational Technology and Artificial Intelligence Proceeding of International Conference Health, Science And Technology (ICOHETECH) Micronic: Journal of Multidisciplinary Electrical and Electronics Engineering Journal Of Management Analytical and Solution (JoMAS) Indonesian Tourism Journal Journal Governance Society PHINISI Jurnal Analisis Bisnis Ekonomi
Sentosa, Ilham
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The success of Cafe Biji Kopi: digital marketing, café atmosphere, and Gen-Z lifestyle Pane, Dewi Nurmasari; Sentosa, Ilham; Sharin, Farah Hida
PHINISI Vol.2, No.4 (2025): December 2025
Publisher : Indonesia Research and Study Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64282/phi.v2i4.110

Abstract

This study aims to analyze the influence of digital marketing, Gen Z lifestyle, and Cafe atmosphere on purchasing decisions at Cafe Biji Kopi. The research employs a quantitative approach using a survey method, with a questionnaire that was tested for validity during a pilot study involving 30 respondents and subsequently deemed valid. The research sample consists of 96 respondents who are Gen Z consumers of Cafe Biji Kopi. Data were analyzed using a multiple linear regression model with the assistance of SPSS version 27 software. The main findings indicate that digital marketing, lifestyle, and Cafe atmosphere have a positive and significant effect on purchasing decisions, both partially and simultaneously. The implications of this study emphasize that the success of modern Cafes is not solely determined by product quality, but also by the effective implementation of digital marketing strategies, alignment with the lifestyle of Gen Z, and the creation of a Cafe atmosphere that provides a positive consumer experience. Therefore, the results of this study are expected to serve as a practical reference for Cafe managers in formulating marketing strategies that are adaptive to the characteristics of Gen Z.
Co-Authors Abdul Rachim Ahmad Ashari R Akhmad, Khabib Alia Ashari R, Ahmad B, Mesra Desi Astuti Dewi Nurmasari Pane Dewi, Bitaria Citra Ezra, Posman Fajar Ramadhan, Fajar Febriyanti, Nabila Ferine, Kiki Hari Nur Cahya Murni Indra Hastuti, Indra Jaya, Nur Azizah Jonathan Liviera Marpaung Lambelanova, Rossy Lubis, Muhammad Arif Martini, Ani Misdayanti Misdayanti Muhasyah, Surano Mukarrama, St. Khaeratul Nur Asri, Muh Fitra Osman, Sharina Parapat Gultom Purwandari, Suci Rani, Nazatul Shima binti Abdul Rintia, Rintia Santosa, Tri Djoko Saryadi Saryadi Sharin, Farah Hida Simangungsong, Fernandes Singgih Purnomo Siti Nurjanah ST.Khaeratul Mukarramah Syahrum Agung Tri Wahyuningsih Tri Wahyuningsih Utomo, Bangun Prajadi Cipto Weber, Gerhard Wilhelm Widsri Lai Lai Palamba Yafi, Eiad Yudithia, Yudithia Zainuddin, Muh Syafri