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All Journal Altasia : Jurnal Pariwisata Indonesia Jurnal Manajemen Pelayanan Hotel Jurnal Kepariwisataan dan Hospitalitas Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management Jurnal Pemberdayaan Pariwisata Joong-Ki : Jurnal Pengabdian Masyarakat Toba: Journal of Tourism, Hospitality, and Destination Jurnal Pariwisata Nusantara BINA CIPTA JGEN : Jurnal Pengabdian Kepada Masyarakat BJHTCR Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Ni Kadek Sri Mirayani
Universitas Udayana
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan

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Pengaruh Media Sosial dalam Mendorong Keputusan Konsumsi Generasi Z di Coffee Shop Kintamani sebagai Wisata Kuliner Ni Kadek Sri Mirayani; I Gusti Ngurah Oka Widjaya; Ida Bagus Udayana Pidada; Putu Ade Wijana
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 4 No. 2 (2025): Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jempper.v4i2.4202

Abstract

Kintamani is currently viral on social media with the presence of a coffee shop combined with its natural beauty.This study aims to examine the influence of social media on the consumption decisions of Generation Z at coffee shops in the Kintamani area. A quantitative method was employed using a simple linear regression approach. Data were collected through observation, questionnaires and literature studies. The questionnaire was distributed to 50 Generation Z respondents who had visited a coffee shop in Kintamani.The results show that social media has a positive and significant influence on consumption decisions, with a regression coefficient of 0.754 and a significance value of 0.000. The R Square value of 0.672 indicates that 67.2% of the variation in consumption decisions can be explained by social media activity. These findings suggest that social media functions not only as a promotional tool but also as a strategic communication platform that shapes perception and consumer behavior among Generation Z. Therefore, coffee shop businesses are advised to develop engaging, interactive, and relevant social media content to effectively enhance consumption decisions.
Co-Authors Ganur, Yusta I Gede Aditya Warman I Gede Anom Sastrawan, I Gede Anom I Gusti Ngurah Oka Widjaya I Gusti Ngurah Widyatmaja I Made Adi Purwantara I Made Adi Purwantara I Made Weda Satia Negara Ida Bagus Udayana Pidada Isvari Ayu Pitanatri Kesumadewi, Anak Agung Ayu Ratih Komang Satya Permadi Komang Satya Permadi Marina Marina Ni Kadek Ratih Octaviana Ni Ketut Arismayanti, Ni Ketut Ni Putu Lilik Widyayanthi Ni Putu Tiya Paristha Ni Putu Tiya Paristha Ni Putu Tiya Paristha Ni Putu Tiya Paristha Ni Wayan Dian Irmayani Ni Wayan Purnami Rusadi Paristha, Ni Putu Tiya Putu Ade Wijana Putu Agus Prayogi Putu Wira Parama Suta Satia Negara, I Made Weda Selamet, I Wayan Agus Suta, Putu Wira Parama Wea, Ernesta Widjaya, I Gusti Ngurah Oka Widyayanthi, Ni Putu Lilik Yusta Ganur