Pengaruh Content Marketing, Digital Experience dan Social Media Engagement Terhadap Niat Berkunjung Gen Z ke Lestari Thrift & Cafe

I Made Dodi Andika Putra (Program Studi Bisnis Digital, Institut Desain dan Bisnis Bali)
Ni Komang Prasiani (Program Studi Bisnis Digital, Institut Desain dan Bisnis Bali)
Gede Puspa (Program Studi Bisnis Digital, Institut Desain dan Bisnis Bali)

Bata Ilyas Educational Management Review
Vol. 6 No. 1: January - June

Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh Content Marketing, Digital Experience, dan Social Media Engagement terhadap Niat Berkunjung Generasi Z ke Lestari Thrift & Cafe. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori yang berlandaskan pada Theory of Planned Behavior (TPB). Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 100 orang Generasi Z yang mengetahui dan pernah berinteraksi dengan konten digital Lestari Thrift & Cafe. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa Content Marketing berpengaruh positif dan signifikan terhadap Niat Berkunjung (t = 3,696; Sig. = 0,000), Digital Experience berpengaruh positif dan signifikan terhadap Niat Berkunjung (t = 4,801; Sig. = 0,000), serta Social Media Engagement berpengaruh positif dan signifikan terhadap Niat Berkunjung (t = 2,643; Sig. = 0,000). Secara simultan, ketiga variabel tersebut juga berpengaruh positif dan signifikan terhadap Niat Berkunjung dengan nilai F hitung sebesar 27,738 dan signifikansi 0,000. Nilai koefisien determinasi (R²) sebesar 0,464 menunjukkan bahwa 46,4% variasi Niat Berkunjung dapat dijelaskan oleh Content Marketing, Digital Experience, dan Social Media Engagement. Digital Experience merupakan variabel yang memiliki pengaruh paling dominan terhadap Niat Berkunjung Generasi Z ke Lestari Thrift & Cafe. Kata Kunci: Content Marketing, Digital Experience, Social Media Engagement, Niat Berkunjung, Generasi Z. Abstract This study aims to analyze the influence of Content Marketing, Digital Experience, and Social Media Engagement on Generation Z's Visit Intention to Lestari Thrift & Cafe. The research employed a quantitative explanatory approach based on the Theory of Planned Behavior (TPB). The sampling technique used was purposive sampling, involving 100 Generation Z respondents who were familiar with and had interacted with Lestari Thrift & Cafe’s digital content. Data were analyzed using multiple linear regression with SPSS software. The results indicate that Content Marketing has a positive and significant effect on Visit Intention (t = 3.696; Sig. = 0.000), Digital Experience has a positive and significant effect on Visit Intention (t = 4.801; Sig. = 0.000), and Social Media Engagement has a positive and significant effect on Visit Intention (t = 2.643; Sig. = 0.000). Simultaneously, these three variables have a positive and significant effect on Visit Intention, with an F-value of 27.738 and a significance level of 0.000. The coefficient of determination (R²) of 0.464 indicates that 46.4% of the variation in Visit Intention can be explained by Content Marketing, Digital Experience, and Social Media Engagement. Digital Experience was found to be the most dominant variable influencing Generation Z's Visit Intention to Lestari Thrift & Cafe. Keywords: Content Marketing, Digital Experience, Social Media Engagement, Visit Intention, Generation Z.