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p-Index From 2021 - 2026
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All Journal International Journal of Islamic Business and Management Review
Dewi, Ni Nyoman Ayu Tresna Cahya
Unknown Affiliation
Arts Economics, Econometrics & Finance Social Sciences

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Menu Variations Influence Generation Z Customer Loyalty in Coffee Shops: Satisfaction Mediation and Social Media Marketing Moderation Dewi, Ni Nyoman Ayu Tresna Cahya; Indiani, Ni Luh Putu; Setini, Made
International Journal of Islamic Business and Management Review Vol. 6 No. 1 (2026): International Journal of Islamic Business and Management Review
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijibmr.v6i1.1756

Abstract

This study examines the influence of menu variations on Generation Z customer loyalty in coffee shops in Denpasar City, with customer satisfaction as a mediating variable and social media marketing as a moderating variable. The research adopts a quantitative explanatory approach using questionnaire data collected from 175 respondents and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that menu variations have a positive and significant effect on both customer loyalty and customer satisfaction. However, customer satisfaction does not significantly influence loyalty and is unable to mediate the relationship between menu variations and loyalty. Furthermore, social media marketing is found to act as a quasi-moderator, strengthening the impact of menu variations on loyalty while also directly affecting loyalty. These results highlight that Generation Z loyalty is more driven by innovative product experiences and digital engagement rather than satisfaction alone. Therefore, coffee shops should prioritize continuous menu innovation supported by effective social media marketing strategies to build and maintain long-term loyalty among Gen Z consumers.
Co-Authors Ni Luh Putu Indiani Setini, Made