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Dewi Nurmasari Pane
Program Studi Manajemen, Fakultas Sosial Sains, Universitas Pembangunan Panca Budi
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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 , Elfitra Desy Surya , Harianto , Miftah El Fikri Ahmad, Rizal Aldila Sahura Andrew Daryl Angel Vanesa Annisa Sanny Beni Anggara Bobby Surya Darma Breyma Baharudin Maulana Tarigan Cendana, Sylvia CITRA ANITA ANITA RAHMAH Cyndi Varelie DAYU, Wulan Dea Putri Ananda Dewi Nur Aini Dirwan Doni Ditha Amelia Rahmanda DWI SURYANTO Eko Dwi Putra Sihombing Endra Hertanto Eric Marfianda Tuegeh Ester Petronella Tarigan Fauzan Azmi Feberlina Hulu Fitra Arlina Nasution Fitra Arlina Nasution Hambali Hary Danata Sembiring Hikmatul Fadhilah Sianipar Hoirul Nisah Howandi, Rani Desiana Husni Muharram Ritonga Husni Muharram Ritonga Husni Muharram Ritonga HUSNI MUHARRAM RITONGA Indah Lauren Hutasoit Jansen Lubis Juliyanti Larissa Pia Revianty Lidia Sembiring Lissia Salsabila Lorentia, Esther Luthvia Aulia M Chaerul Rizky M. Chaerul Rizky M. Zulfikri Manuntun Pakpahan Maya Macia Sari Mesra B Muhammad Dharma Tuah Putra Nasution Muhammad Miftahul Khoiri Muhammad Sugiato Mustofa Natasya Pebrina Silaen Nur Athifah Nurafrina Siregar Nurul Hasanah Ocdy Amelia Panggabean, Maya Sabirina Patricia Liusly Putri Suci Rahayu Putri, Chairani Dwi Rafidha Yasmin Tarigan Rahmadani Rahmadani Rahmadani Rahmadani Rahmadani, Adinda Tantri Rahmadani, Rahmadani Ramadhan Akbari Ramadhan Harahap Rianto, Hartato Risky Rahmawansyah RITONGA, HUSNI MUHARRAM Rizal Ahmad Sakdiah San Fredo Munthe Santana, Richo Adjie Sentosa, Ilham Setiawan, Abdi Sharin, Farah Hida Sianipar, Hikmatul Fadhilah Sienak Krismawati Hia Sofi Annisa Sri Wahyuni Suwarno Tania Putri Maharani Thionardi, Velasco Willy Zek Nasution Yohanna Sinurat Yoki Amriza Yossie Rossanty Yudha Prasetio