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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Dewi Az-Zahra, Ananda
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Loyalitas Generasi Z pada Coffee Shop: Analisis Sosial Media Marketing, Lokasi, dan Customer Experience Dewi Az-Zahra, Ananda; Taufan Hariyadi, Guruh; Sartika, Mila; Fatmawati, Elia Resha
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 1 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

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Abstract

This study examines the role of social media marketing, location, and customer experience in shaping Generation Z customer loyalty at a local coffee shop. Using a quantitative explanatory approach, data were collected from 131 Generation Z respondents through an online questionnaire and analyzed using SEM-PLS with SmartPLS 4. The results indicate that social media marketing and customer experience have a positive and significant effect on customer loyalty, while location shows no significant effect. Simultaneously, the three variables explain 56.5% of the variance in Generation Z loyalty. These findings highlight that digital engagement and positive customer experience are more influential than physical location in fostering loyalty among Generation Z consumers.
Loyalitas Generasi Z pada Coffee Shop: Analisis Sosial Media Marketing, Lokasi, dan Customer Experience Dewi Az-Zahra, Ananda; Taufan Hariyadi, Guruh; Sartika, Mila; Fatmawati, Elia Resha
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 1 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study examines the role of social media marketing, location, and customer experience in shaping Generation Z customer loyalty at a local coffee shop. Using a quantitative explanatory approach, data were collected from 131 Generation Z respondents through an online questionnaire and analyzed using SEM-PLS with SmartPLS 4. The results indicate that social media marketing and customer experience have a positive and significant effect on customer loyalty, while location shows no significant effect. Simultaneously, the three variables explain 56.5% of the variance in Generation Z loyalty. These findings highlight that digital engagement and positive customer experience are more influential than physical location in fostering loyalty among Generation Z consumers.
Co-Authors Fatmawati, Elia Resha Mila Sartika, Mila Taufan Hariyadi, Guruh