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All Journal JURNAL LENTERA BISNIS Reswara: Jurnal Pengabdian Kepada Masyarakat JIEB : Jurnal Ilmiah Ekonomi Bisnis BAKTI BANUA : JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Jurnal Abdi Masyarakat Indonesia The Es Economics and Entrepreneurship The Eastasouth Management and Business Innovative: Journal Of Social Science Research Journal of Innovative and Creativity Management Studies and Business Journal
Sucidha, Irma
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : JURNAL LENTERA BISNIS

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DETERMINASI KEPUTUSAN GENERASI Z MEMBELI KOPI KELILING DI KOTA BANJARMASIN Sucidha, Irma; Irayana, Ika
JURNAL LENTERA BISNIS Vol. 14 No. 3 (2025): JURNAL LENTERA BISNIS, SEPTEMBER 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i3.1977

Abstract

The phenomenon of mobile coffee (Starling/Kopling) has become an informal business model that has transformed the coffee consumption landscape in Indonesia, including in Banjarmasin, by offering high accessibility and affordable prices. This study aims to analyze and identify the most dominant determining factors influencing the Purchase Decisions of Generation Z in Banjarmasin. This quantitative research uses an explanatory cross-sectional design with 105 Generation Z respondents in Banjarmasin, selected through accidental sampling, where the majority of respondents are students (49.52%). The independent variables examined are Product Quality (X1), Price (X2), Location/Access (X3), Promotion/Social Media (X4), Brand Image (X5), and Service Quality (X6) on Purchase Decision (Y). Partially (t-test), four variables were proven to have a significant effect: Product Quality (X1), Location/Access (X3), Brand Image (X5), and Service Quality (X6). Based on the regression coefficient values, Brand Image (0.300) is the most dominant factor, followed by Service Quality (0.250). Meanwhile, Price (X2) and Promotion/Social Media (X4) do not have a significant effect. These findings highlight that amidst the homogeneity of mobile coffee prices, psychological and social factors reflected in brand image, product quality, and service become the main determinants of Purchase Decisions for Generation Z.
Co-Authors Amrulloh, Rifqi Diany, Adista Anjar Firda Nosita Irayana, Ika Jamaluddin Jamaluddin Mariyani, Kristin Melania, Melania MUHAMMAD NAUFAL HASANI Muhammad Ramadhan Nico Kosasih Sardjono Setiawan, Reksa Tina Lestari Yuliani Yuliani