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All Journal International Journal of Social, Economic, and Business
Susanti , Ety Dwi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Social Media Analysis Of The Purchase Decision Of Kenangan Coffee Among Gen Z in Surabaya City Rahmawati, Lailatul Fitri Dwi; Susanti , Ety Dwi
International Journal of Social, Economic, and Business Vol. 2 No. 2 (2025): December 2025 (Article in Press)
Publisher : Lavish Opulent Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65688/ijseb.v2i2.114

Abstract

The rapid growth of the coffee industry in Indonesia, driven by Gen Z and social media, is the background to this research. This study analyzes the influence of social media on purchasing decisions for Kopi Kenangan among Generation Z in Surabaya. The focus is on identifying purchasing drivers, Kopi Kenangan's content strategy, and its effectiveness. The results show that Kopi Kenangan's product significantly influences social media and purchasing decisions. Social media also proved significant in influencing purchasing decisions. Interestingly, price and content did not have a significant direct influence, but social media played a significant role as a mediator between the product and purchasing decisions
Co-Authors Rahmawati, Lailatul Fitri Dwi