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All Journal Jurnal Ilmiah Mahasiswa FEB PROFICIO: Jurnal Pengabdian Masyarakat Jurnal Kreativitas dan Inovasi (Jurnal Kreanova) Economics and Business Journal Jurnal Adijaya Multidisiplin Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Journal of Management and Informatics Branding: Jurnal Manajemen & Bisnis PESHUM OPTIMA
Firda Meisaroh
Institut Teknologi Nasional Malang
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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The Role of TikTok User-Generated Content (UGC) and Electronic Word of Mouth (e-WOM) in Shaping Cafe Visit Intentions among Gen Z Latifa, Baiq Isnina; Indriani, Sri; Meisaroh, Firda
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 3 (2026): FEBRUARI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i3.1122

Abstract

The rapid growth of short video-based social media, particularly TikTok, has reshaped information-seeking behavior and decision-making among Generation Z, including their intentions to visit cafes. As digital natives, Generation Z tends to rely on visual, authentic, and experience-based content shared by other users. The purpose of this research is to analyze how User-Generated Content (UGC) and Electronic Word of Mouth (e-WOM) influence the intention of Generation Z students in Malang City to visit cafes. A quantitative explanatory method was utilized for this study. The target group consisted of active Generation Z students in Malang City who are users of TikTok. A sample of 150 participants was chosen through purposive sampling. Information was gathered through online surveys utilizing a four-point Likert scale. The variables studied were UGC (X₁), e-WOM (X₂), and visit intention (Y). Employing multiple linear regression in IBM SPSS, the analysis shows a positive and significant link between UGC and students’ intention to visit cafes in Malang City. A comparable positive and significant relationship was found for e‑WOM. Simultaneously, UGC and e-WOM significantly affect visit intention, demonstrating that authentic user content combined with digital social interaction on TikTok effectively builds trust, positive perceptions, and interest in visiting cafes. UGC and e-WOM on TikTok play a strategic role in shaping Generation Z’s intention to visit cafes. Café operators are encouraged to stimulate authentic user content creation and manage digital interactions and reviews effectively on TikTok. Future studies are recommended to incorporate additional variables and expand research settings.
AUTHENTICITY OR PROMOTIONAL CONTENT? THE INFLUENCE OF USER-GENERATED CONTENT AND CONTENT WRITING ON CUSTOMER ENGAGEMENT IN MALANG COFFEE SHOP Reni Rupianti; Hardian Dwi Utomo; Nur’ Adilla; Firda Meisaroh
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 1 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i1.57383

Abstract

This study aims to examine the influence of User-Generated Content (UGC) and Content Writing on Customer Engagement in coffee shops in Malang City. As the coffee industry in Malang continues to grow rapidly, businesses are increasingly utilizing social media to build relationships with consumers. This research employed a quantitative approach using a survey method involving 186 respondents selected through purposive sampling. Data analysis was conducted using Multiple Linear Regression. The results indicate that both UGC and content writing have a positive and significant influence on customer engagement. Furthermore, the findings reveal that UGC has a stronger influence than content writing in driving customer engagement. The study suggests that coffee shop owners should prioritize organic content from users to strengthen their brand presence. This research provides a practical model for coffee shop owners in Malang to optimize their digital marketing strategies by leveraging business dashboard analysis to monitor engagement metrics.
Co-Authors Abdillah, Rizky Adilla, Nur Agung Winarno Agus Hermawan Agus Hermawan Elduis, Ariafianie Hardian Dwi Utomo Latifa, Baiq Isnina Lisma Wanti Nur’ Adilla Reni Rupianti Reni Rupianti Rizki Chrisulianti Sri Indriani Sudarmiatin