The Influence of Electronic Word of Mouth (E-WOM), Social Media Marketing, and Brand Awareness on Generation Z Customer Loyalty at Wahidin Coffee
Keywords:
Generation Z, Electronic Word of Mouth, Social Media Marketing, Brand Awareness, Customer Loyalty
Abstract
Generation Z represents a significant consumer segment in Indonesia, particularly in the growing coffee shop industry. This study aims to analyze the effects of Electronic Word of Mouth (e-WOM), Social Media Marketing, and Brand Awareness on Generation Z Customer Loyalty at Wahidin Coffee, Surakarta. This study employed an explanatory quantitative approach using questionnaires distributed to 150 Generation Z consumers selected through purposive sampling. Data were analyzed using multiple linear regression, supported by validity, reliability, classical assumption, t-test, F-test, and coefficient of determination tests. The results showed that all research instruments were valid and reliable, and the data fulfilled the classical assumptions. The partial test revealed that e-WOM had a significant positive effect on Customer Loyalty (p = 0.022), while Social Media Marketing had no significant effect (p = 0.729). Brand Awareness had a significant positive effect on Customer Loyalty (p = 0.000). Simultaneously, e-WOM, Social Media Marketing, and Brand Awareness significantly affected Customer Loyalty (p = 0.000). The Adjusted R Square value of 0.713 indicates that the three independent variables explained 71.3% of Customer Loyalty variation, while 28.7% was explained by other factors. These findings highlight the importance of strengthening e-WOM and Brand Awareness to enhance Generation Z customer loyalty.
References
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Nurdin, I., & Hartati, S. (2019). Metodologi Penelitian Sosial. Surabaya. Media Sahabat Cendekia.
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Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Ramadhani, O., & Khoirunisa, K. (2025). Generasi Z dan teknologi: Gaya hidup generasi Z di era digital. Jurnal Pendidikan Dan Ilmu Sosial (Jupendis), 3(1), 323–331.
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Santoso, S. (2014). Statistik Multivariat: Konsep dan Aplikasi dengan SPSS. Jakarta. Elex Media Komputindo.
Sawitri, N. L. Y., Jati, L. J., Wardi, P. A., Faerossa, L., & Umam Assa’ady, M. C. (2025). Pengaruh Inovasi Produk, Brand Awareness, dan Brand Image terhadap Loyalitas Pelanggan Pada Pengguna Produk Apple di Kota Mataram. Jurnal Ekonomi Manajemen Dan Bisnis (JEMB), 4(2), 490–501. https://doi.org/10.47233/jemb.v4i2.3474
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Sebayang, D. E. B., & Lestari, I. (2024). Pengaruh Social Media Marketing dan Brand Awareness Terhadap Loyalitas Pelanggan Pada Produk Madame Gie di Binjai. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBI), 5(1), 34–42. https://doi.org/10.31289/jimbi.v5i1.4323
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Tong, T. K. P. B., & Suba gio, H. (2020). Analysis of the Influence of Social Media Marketing on Repurchase Intention Through Brand Trust as a Mediating Variable on Instagram Adidas Indonesia in Surabaya. Journal of Marketing Strategy, 7(1).
Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing (3rd ed.). Sage Publications.
Anwar, F. K. N. (2025). Pengaruh Social Media Advertising, FOMO, dan Environment Cafe terhadap Impulse Buying: Studi Pada Pelanggan Tomoro Coffee di Kota Malang. Universitas Islam Negeri Maulana Malik Ibrahim.
Ardhana, V. Y. P., Mulyodiputro, M. D., & Hidayati, L. (2024). Pengaruh Social Media Marketing dan Brand awareness Terhadap Loyalitas Pelanggan Beauty store. Jurnal Rekayasa Sistem Informasi Dan Teknologi, 1(3), 150–157.
Arifin, M. N., Kusumastuti, A. D., & Cahyani, R. R. (2026). Strategi inovasi dan orientasi pasar pada bisnis Nilu Kopi dalam meraih keunggulan bersaing. Jurnal Bina Manajemen, 14(2).
Arum, L. S., Zahrani, A., & Duha, N. A. (2023). Karakteristik Generasi Z dan Kesiapannya Dalam Menghadapi Bonus Demografi 2030. Accounting Student Research Journal, 2(1), 59–72.
Asnawati, Z. A., Salim, M. A., & Priyono, A. A. (2024). Pengaruh Electronic Word Of Mouth (e-WOM), Brand Awareness, dan Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan Tokopedia di Kota Malang. E-JRM: Elektronik Jurnal Riset Manajemen, 13(1), 3990–3996.
Badan Pusat Statistik. (2020). Sensus Penduduk 2020. https://sensus.bps.go.id/main/index/sp2020
Febry, A., & Safitri, D. (2021). Disimilaritas Kecanduan Pemakaian Media Sosial Generasi Y dan Generasi Z. Edukasi IPS, 5(2), 37–45.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (Ed. 9). Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2021). Structural Equation Modeling Metode Alternatif dengan Partial Least Square (PLS) (4th ed.). Universitas Diponegoro.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM scale: Word-of-Mouth Measurement Scale For E-Services Context. Canadian Journal of Administrative Sciences, 27(1), 5–23. https://doi.org/10.1002/cjas.129
Gupta, M., Wahl, B., Adhikari, B., & others. (2020). The need for COVID-19 research in low- and middle-income countries. Global Health Research and Policy, 5, 33. https://doi.org/10.1186/s41256-020-00159-y
Hair, J. F., Hult, T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). ResearchGate; Sage Publishing. https://www.researchgate.net/publication/354331182_A_Primer_on_Partial_Least_Squares_Structural_Equation_Modeling_PLS-SEM
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word Of Mouth Via Consumer Opinion Platforms: What Motivates Consumers To Articulate Themselves On the internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hennig-Thurau, T., Hofacker, C. F., & Bloching, B. (2013). Marketing the Pinball way: Understanding How Social Media Change the Generation of Value for Consumers and Companies. Journal of Interactive Marketing, 27(4), 237–241. https://doi.org/10.1016/j.intmar.2013.09.005
Hidayati, Y., & Nasution, M. I. P. (2025). Fenomena FOMO (Fear of Missing Out) di Era Digital: Studi Tentang Dampaknya Pada Gen Z. Innovative: Journal of Social Science Research, 5(3), 1218–1228.
Jesslyn, B. N., & Loisa, R. (2019). Pengaruh e-WOM di Instagram Terhadap Loyalitas Pelanggan Kopi Janji Jiwa. Prologia, 3(2), 440–447. https://doi.org/10.24912/pr.v3i2.6385
Keller, K. L., & Lehmann, D. R. (2005). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740–759.
Khaq, M. A., Murweni, I., & Avrianto, A. (2025). E-WOM dan Kualitas Pelayanan terhadap Loyalitas Konsumen UMKM Martabak Mitra di Kabupaten Garut. Jurnal E-Bis (Ekonomi Bisnis), 9(2). https://doi.org/10.37339/e-bis.v9i2.2658
Kim, A. J., & Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kinnear, T. C., & Taylor, J. R. (2003). Riset Pemasaran (3rd ed.). Jakarta. Erlangga.
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran (14th ed.). Jakarta. Erlangga.
Mutiasari, A. I., Kusumastuti, A. D., Cahyani, R. R., & Al Haris, F. H. S. (2024). Analisis customer rating dan customer review terhadap keputusan pembelian produk makanan secara online: Studi kasus pada konsumen pengguna jasa pesan antar Shopee Food di Kota Solo. Jurnal Simki Economic, 7(2), 357-366.
Nurahmawati, Z., Saniyah, E. Y., & Kalbuadi, A. (2024). Pengaruh Penggunaan Influencer Marketing dan Electronic Word of Mouth (e-WOM) terhadap Loyalitas Pelanggan Three Second Mataram Lombok. Jurnal Cendekia Manajemen (JCM), 2(3), 1–10.
Nurdin, I., & Hartati, S. (2019). Metodologi Penelitian Sosial. Surabaya. Media Sahabat Cendekia.
Oliver, R. L. (2010). Satisfaction: A Behavioral Perspective on the Consumer (2nd ed.). M.E. Sharpe.
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Ramadhani, O., & Khoirunisa, K. (2025). Generasi Z dan teknologi: Gaya hidup generasi Z di era digital. Jurnal Pendidikan Dan Ilmu Sosial (Jupendis), 3(1), 323–331.
Santino Coffee. (2025). Data konsumsi kopi di Indonesia terbaru. https://santinocoffee.co.id/data-konsumsi-kopi-di-indonesia-terbaru/
Santoso, S. (2014). Statistik Multivariat: Konsep dan Aplikasi dengan SPSS. Jakarta. Elex Media Komputindo.
Sawitri, N. L. Y., Jati, L. J., Wardi, P. A., Faerossa, L., & Umam Assa’ady, M. C. (2025). Pengaruh Inovasi Produk, Brand Awareness, dan Brand Image terhadap Loyalitas Pelanggan Pada Pengguna Produk Apple di Kota Mataram. Jurnal Ekonomi Manajemen Dan Bisnis (JEMB), 4(2), 490–501. https://doi.org/10.47233/jemb.v4i2.3474
Schiffman, L., & Wisenblit, J. (2015). Consumer behavior (11th global). Pearson Education Limited.
Sebayang, D. E. B., & Lestari, I. (2024). Pengaruh Social Media Marketing dan Brand Awareness Terhadap Loyalitas Pelanggan Pada Produk Madame Gie di Binjai. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBI), 5(1), 34–42. https://doi.org/10.31289/jimbi.v5i1.4323
Simandalahi, E., & Hutasuhut, S. (2025). Pengaruh Sosial Media Marketing, Pengalaman, dan Kepuasan terhadap Loyalitas Konsumen e-commerce Shopee Pada Mahasiswa Fakultas Ekonomi Universitas Negeri Medan. YUME: Journal of Management, 8(2). https://doi.org/10.37531/yum.v8i1.8614
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Jakarta: Alfabeta.
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Jakarta. Alfabeta.
Sunyoto, D. (2013). Metodologi Penelitian Akuntansi. Bandung. Refika Aditama.
Takdir, S., Siska, D., & Rivandi, R. (2022). Pengaruh Social Media Marketing Melalui Platform WhatsApp Pada Minat Beli Masyarakat. Economics and Digital Business Review, 3(1), 42–51. https://doi.org/10.37531/ecotal.v3i1.115
Tong, T. K. P. B., & Suba gio, H. (2020). Analysis of the Influence of Social Media Marketing on Repurchase Intention Through Brand Trust as a Mediating Variable on Instagram Adidas Indonesia in Surabaya. Journal of Marketing Strategy, 7(1).
Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing (3rd ed.). Sage Publications.
Published
2026-08-16
How to Cite
Diah Anggie Navita, Rusnandari Retno Cahyani, & Annisa Indah Mutiasari. (2026). The Influence of Electronic Word of Mouth (E-WOM), Social Media Marketing, and Brand Awareness on Generation Z Customer Loyalty at Wahidin Coffee. International Journal of Economics, Business and Innovation Research, 5(05), 1301-1318. https://doi.org/10.63922/ijebir.v5i05.5984
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