Pengaruh Entrepreneurial Marketing, Social Media Content, Gaya Hidup Hedonis dan Customer Engagement terhadap Keputusan Berkunjung Konsumen Generasi Z pada Coffee Shop Lokal di Tomohon

Vania Clarissa Febylia Tololiu; Christoffel Mardy Oktarisa Mintardjo; Raymond Christian Kawet

doi:10.71456/sur.v5i1.3007

Authors

Vania Clarissa Febylia Tololiu Universitas Sam Ratulangi
Christoffel Mardy Oktarisa Mintardjo Universitas Sam Ratulangi
Raymond Christian Kawet Universitas Sam Ratulangi

DOI:

https://doi.org/10.71456/sur.v5i1.3007

Keywords:

Entrepreneurial Marketing, Social Media Content, Gaya Hidup Hedonis, Customer Engagement, Keputusan Berkunjung, Generasi Z, Coffee Shop Lokal

Abstract

Persaingan industri coffee shop lokal di Kota Tomohon mendorong pelaku usaha untuk mengembangkan strategi pemasaran yang mampu menarik perhatian konsumen Generasi Z, yang memiliki karakteristik konsumsi digital dan berorientasi pada pengalaman. Penelitian ini bertujuan menganalisis pengaruh entrepreneurial marketing, social media content, gaya hidup hedonis, dan customer engagement terhadap keputusan berkunjung konsumen Generasi Z pada coffee shop lokal di Kota Tomohon, baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan desain asosiatif kausal. Sampel penelitian terdiri atas 127 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa secara parsial entrepreneurial marketing, social media content, gaya hidup hedonis, dan customer engagement berpengaruh positif dan signifikan terhadap keputusan berkunjung. Secara simultan, keempat variabel tersebut juga berpengaruh signifikan terhadap keputusan berkunjung konsumen Generasi Z. Nilai koefisien korelasi berganda (R) sebesar 0,706 menunjukkan hubungan yang kuat, sedangkan koefisien determinasi (R²) sebesar 0,499 menunjukkan bahwa keempat variabel mampu menjelaskan 49,9% variasi keputusan berkunjung, sementara 50,1% sisanya dijelaskan oleh faktor lain di luar model penelitian. Temuan ini menegaskan pentingnya integrasi pemasaran kewirausahaan, pengelolaan konten media sosial, pemahaman gaya hidup konsumen, dan penguatan keterlibatan pelanggan dalam strategi pemasaran coffee shop lokal.

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