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All Journal Jurnal Manajemen Indonesia Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF)
Filbertha Nathania Kartawaria
Katholieke Universiteit Leuven
Economics, Econometrics & Finance

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The generation z purchase intention in PLS Coffee Shop Genoveva Genoveva; Kevin Gideon Nugroho; Filbertha Nathania Kartawaria
Proceeding of the International Conference on Family Business and Entrepreneurship 2022: Proceeding of 6th International Conference on Family Business and Entrepreneurship
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (481.589 KB) | DOI: 10.33021/icfbe.v3i1.3755

Abstract

The rapid growth of coffee shops had become a fierce competition, resulting in the number of coffee sales in PLS coffee shop continuing to decline. This competition requires PLS coffee shops to try various ways that will help customers to determine purchase intention. Researchers assume there are 3 factors that could affect customers purchase intention such as product innovation, content marketing, and retail mix. This study is a quantitative research using the multiple regression test that involved 170 generation Z of PLS Coffee Shop as our respondents and used the SPSS analysis technique. The sample was taken using a purposive sample which was distributed randomly around Siwalankerto, Surabaya on 2-16 June 2021. The results of this study prove that product innovation, content marketing, and retail mix applies as an independent variable that effect Purchase Intention. On the other hand, product innovation partially had no effect on purchase intention. However, the hypotheses for content marketing and retail mix are both accepted and have an effect on purchase intention. The content marketing has the biggest contribution to purchase intention (60.2%), therefore, the management could pay attention to the content of marketing. The respondents are generation Z that familiar with the social media, therefore, using the social media as the main promotion tools will maintain the purchase intention.
Environment Friendly Coffee Shop Intentions: How Does Peer Pressure Mediate Among Millennials? Genoveva Genoveva; Salwa Adinda; Filbertha Nathania Kartawaria
Jurnal Manajemen Indonesia Vol 23 No 2 (2023): Jurnal Manajemen Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Telkom University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jmi.v23i2.4197

Abstract

This study aims to determine whether these products are environmentally friendly among millennials. The millennial generation occupies the second-largest position in coffee consumption. The above statement shows the importance of Indonesia focusing more on millennial consumers as a large and potential market for environmentally friendly products. This study aims to determine whether the product is environmentally friendly; in this case, the green coffee shop affects consumer buying interest with Peer Pressure as the mediating variable. This study used non-purposive sampling with snowball techniques. The questionnaire data was tested using Partial Least Square (PLS) from 255 millennial respondents in Indonesia. The results showed that Environmental Knowledge, Environmental Awareness, Social Values, and Eco-Friendly Labels influence Green Purchase Intention through Peer Pressure as an intervening variable. Thus, it can be said that millennial consumers positively influence environmentally friendly products to increase consumer buying interest further. In addition, our results also show that Peer Pressure mediates the relationship between Environmental Knowledge, Environmental Awareness, Social Values, and Green Labels on Green Purchase Intentions of millennial consumer groups in Indonesia. Keywords— Green Marketing; Green Purchase Intention; Peer Pressure; Social Value
Co-Authors Genoveva, Genoveva Kevin Gideon Nugroho Salwa Adinda