The Influence of Social Media and EWOM on Generation Z's Trust and Purchase Intentions at Coffee Shops

Fahlevi, Mochammad; Syafira, Adella; Fidyanurhuda, Kharleita Insani; Nadia, Nurin

doi:10.1109/icbir57571.2023.10147633

Cited by 2 publications

(1 citation statement)

References 27 publications

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“…Consumers are the reason for the continuity of a business because without consumers, products cannot be sold (Fahlevi et al, 2023). It can be concluded that consumers play a crucial role in business.…”

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confidence: 99%

The influence of social media marketing and service quality on customer satisfaction as an intervening variable towards the purchase decision of chest freezer products at PT. Royal Sutan Agung

Ervinna,

Edward,

Ariesa

et al. 2023

JEBL

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The objective of this research is to find out the influence of social media marketing and service quality towards purchase decision through customer satisfaction as intervening variable at Royal Sutan Agung LLC., Medan. The number of samples used in this research are 78 customers of Royal Sutan Agung LLC., Medan. The sampling technique that is used in this research is the convenience sampling method. Location of the research is located at Royal Sutan Agung LLC., Medan. The data collection method that is used is by using questionnaires that has been tested previously in validity and reliability. Data analysis method that is used by using path analysis. The results of this research are social media marketing has positive and significant influence towards purchase decision, service quality has positive and significant influence towards purchase decision, social media marketing has positive and significant influence towards customer satisfaction, service quality has positive and significant influence towards customer satisfaction, customer satisfaction has positive and significant influence towards purchase decision, social media marketing has an indirect positive and significant influence towards purchase decision through customer satisfaction and service quality has an indirect positive and significant influence towards purchase decision through customer satisfaction at Royal Sutan Agung LLC., Medan.

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mentioning

confidence: 99%

The influence of social media marketing and service quality on customer satisfaction as an intervening variable towards the purchase decision of chest freezer products at PT. Royal Sutan Agung

Ervinna,

Edward,

Ariesa

et al. 2023

JEBL

View full text Add to dashboard Cite

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Unveiling the Buying Behaviour of Gen Z for Hospitality Products

Sharma,

Singh

2023

Sustainable Development Goal Advancement Through Digital Innovation in the Service Sector

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In today's rapidly evolving hospitality landscape, the emergence of Generation Z as a prominent consumer group has transformed the way businesses, particularly in the smart hotel sector, approach their marketing and service delivery strategies. This chapter explores the intricate buying behaviors of Generation Z within the context of smart hotels, where technology-driven experiences play a central role. By delving into their preferences, motivations, and decision-making processes, this chapter offers valuable insights to guide smart hotel strategies in effectively catering to the needs of this tech-savvy generation.

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The Influence of Social Media and EWOM on Generation Z's Trust and Purchase Intentions at Coffee Shops

Cited by 2 publications

References 27 publications

The influence of social media marketing and service quality on customer satisfaction as an intervening variable towards the purchase decision of chest freezer products at PT. Royal Sutan Agung

The influence of social media marketing and service quality on customer satisfaction as an intervening variable towards the purchase decision of chest freezer products at PT. Royal Sutan Agung

Unveiling the Buying Behaviour of Gen Z for Hospitality Products

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