E-Marketing Strategies to Increase Gen-Z Customer Loyalty (Case Study of Coffee Shop Because of Coffee in Jambi City)
Keywords:
Customer Loyalty, Digital Marketing, E-Marketing, Generation Z, Social Media
Abstract
This study examines the implementation of e-marketing strategies and their impact on Gen Z customer loyalty at Karena Kopi in Jambi City. The research objective was to analyze digital marketing practices, customer loyalty levels, and the relationship between the two. The study used a qualitative method with a descriptive case study design. The study population was Karena Kopi's Gen Z customers, while the sample included the owner, creative director, staff, and selected Gen Z consumers. Data were collected through interviews, observation, and documentation. Data analysis was conducted through pre-field analysis, in-field analysis, data reduction, and triangulation of sources and techniques. The results showed that Instagram and TikTok are the main platforms for building engagement, increasing brand awareness, and attracting customers through interactive content, community collaboration, and online promotions. Gen Z customers generally rate the content positively and demonstrate repeat purchase behavior and recommendations to others. In conclusion, e-marketing contributes positively to strengthening customer loyalty, especially when supported by consistent offline service quality and authentic digital communication
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Sudirjo, F., Purwati, T., Budiman, Y. U., & Manuhutu, M. (2023). Analisis dampak strategi pemasaran digital dalam meningkatkan loyalitas pelanggan: Perspektif industri e-commerce. Jurnal Pendidikan Tambusai, 7(2).
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Tuten, T. L. (2023). Social media marketing (4th ed.). SAGE Publications.
Wheeler, A. (2017). Designing brand identity: An essential guide for the whole branding team (5th ed.). John Wiley & Sons.
Yulfita, A., Fakho, R., & Shella. (2024). Modul bisnis digital: Pemasaran digital, branding & promosi. Center for Development, Empowerment, and Policy (CEDEP), President University.
Alqasa, K. M. A., & Piaralal, S. K. A. (2022). Influence of service quality dimensions on customer satisfaction and loyalty: A case of specialty coffee shops in Saudi Arabia. International Journal of Operations and Quantitative Management, 28(3), 62–76. https://doi.org/10.46970/2022.28.3.7
Ardianto, F., Maengga, J. H., Putra, V. L. M., Andriani, M., & Wulandari, N. (2024). Studi eksplorasi strategi komunikasi pemasaran coffeepreneur dalam menarik minat para Gen Z. Jurnal Manajemen dan Pemasaran Digital, 2(3), 246–256. https://doi.org/10.38035/jmpd.v2i3.203
Berger, J. (2013). Contagious: Why things catch on. Simon & Schuster.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
Chakti, A. G. (2019). The book of digital marketing. Celebes Media Perkasa.
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., Núñez-Barriopedro, E., & García-Henche, B. (2023). Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context. Journal of Business Research, 156, Article 113475. https://doi.org/10.1016/j.jbusres.2022.113475
Curatman, A., Suroso, A., & Suliyanto. (2020). Program loyalitas pelanggan. Deepublish.
Dameria Haloho, R., Susanty, I. I. D. A. R., Bustang, Latif, A. T., & Bulan, M. T. (2025). Manajemen pemasaran digital. Kamiya Jaya Aquatic.
Endarwati Agustina, M. (2024). Strategi pemasaran untuk meningkatkan daya saing coffee shop di era digital (Studi kasus Coffee Shop MotoKoffie di Kota Jambi) [Tesis, Universitas Batanghari].
Fadilla, A., Anita, E., & Rahma, S. (2024). Analisis penerapan etika bisnis Islam di Kedai Martabak Ulama India (MUI) Telanaipura di Kota Jambi. Kampus Akademik Publishing, 2(3).
Francis, T., & Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company.
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4).
Hanifah, A. L., Zuliansyah, A., & Nurhayati. (2024). Pengaruh strategi e-marketing dan brand awareness melalui pemasaran online media sosial TikTok terhadap minat beli konsumen pada Cafe Nuju Coffe Lampung menurut bisnis Islam (Studi pada pelanggan Nuju Coffe). Media Akademik Publisher, 2(11).
Huda, M. (2025). Strategi pemasaran untuk e-commerce dan mobile commerce. Bisakimia.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53.
Khan, A. R., & Islam, A. (2017). The impact of digital marketing on increasing customer loyalty: A study on Dhaka City, Bangladesh. International Journal of Economics, Commerce and Management, 5(4).
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson.
Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131, 183–195. https://doi.org/10.1016/j.jbusres.2021.03.061
Kusumawanti, A. D., & Chaniago, R. H. (2024). Implementasi strategi digital marketing pada perilaku Gen Z sebagai konsumen (Studi pada konsumen Interaksi Space Coffee Shop Depok). Bunga Rampai Ilmu Komunikasi.
Masito, R. A. (2021). Pengaruh digital marketing dan customer relationship marketing terhadap loyalitas konsumen pada produk Air Minum Cheers (Studi PT. Atlantic Biruraya). Jurnal Pendidikan Tata Niaga, 9(2).
Muniz, A. M., Jr., & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4).
Mutia, A., Rahma, S., & Gustina, C. (2024). Pengaruh kualitas pelayanan, kelengkapan produk dan lokasi terhadap keputusan pembelian konsumen. E-Jurnal Dzahab, 5(2).
Nabillah Royadi, R., Sukrajab, M. A., & Mustika, S. (2025). Analisis pengaruh penggunaan aplikasi GoFood dan GrabFood dalam meningkatkan penjualan pada UMKM. Jurnal Tren Bisnis Global.
Oktaviani, V., & Permata, W. I. (2023). Peranan kualitas produk dan kualitas layanan dalam meningkatkan loyalitas pelanggan di Coffee Shop Sanatana Coffee & Eatery. Reslaj: Religion Education Social Laa Roiba Journal, 5(6), 3150–3158. https://doi.org/10.47467/reslaj.v5i6.3792
Panjaitan, G. M., & Simanjuntak, M. (2024). Pengaruh media sosial terhadap keputusan pembelian konsumen Gen Z: Analisis strategi brand awareness, loyalitas, dan organisasi pemasaran. Jurnal Ilmu Multidisiplin, 2(1).
Permana, E., & Haliza, N. (2025). Analisis strategi digital marketing Fore Coffee dalam menarik konsumen milenial dan Gen Z. Jurnal Ilmiah Ekonomi, Akuntansi, dan Pajak, 2(2), 263–278. https://doi.org/10.61132/jieap.v2i2.1087
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3).
Putra, D. R. (2021). Strategi komunikasi pemasaran digital pada usaha kopi lokal di Yogyakarta. Jurnal Komunikasi dan Bisnis, 9.
Putra, J. E., Sulistyani, N. W., Ramadhan, F., & Hidayat, H. (2025). Effectiveness of content marketing in attracting Generation Z consumer loyalty. Oikonomia: Journal of Management Economics and Accounting, 2(2), 45–58. https://doi.org/10.61942/oikonomia.v2i2.309
Putri, K. A., & Thaib, I. (2025). Price and e-service quality effects on Gen Z customer loyalty: The mediating role of customer satisfaction in Smartfren Internet Service Provider. Marketing Management Studies, 5(1). https://doi.org/10.24036/mms.v5i1.600
Purba, E., Purba, B., Syafii, A., Khairad, F., & Damanik, D. (2021). Metode penelitian ekonomi. Yayasan Kita Menulis.
Rachmatunnissa, D., & Deliana, Y. (2020). Segmentasi konsumen coffee shop generasi Z di Jatinangor. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 6(1), 90. https://doi.org/10.25157/ma.v6i1.2686
Rauf, A., Manullang, S. O., Ardiansyah, T. E. P. S., Diba, F., & Akbar, I. (2021). Digital marketing: Konsep dan strategi. Insania.
Rinaldy, A. R. F., & Jatmiko, R. D. (2025). The impact of social media marketing on brand loyalty among Generation Z: The mediating role of brand experience, brand love, and brand trust. Jamanika: Jurnal Manajemen Bisnis dan Kewirausahaan, 5(1), 24–34. https://doi.org/10.22219/jamanika.v5i1.39796
Rizal, A. (2020). Buku ajar manajemen pemasaran di era masyarakat industri 4.0. Deepublish.
Rosada, A., & Shofi, F. (2025). Meracik pasar anak muda: Studi segmentasi dan targeting konsumen Gen Z pada bisnis coffee shop. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 7724–7730. https://doi.org/10.31004/riggs.v4i2.1922
Santos, Z. R., Cheung, C. M. K., Coelho, P. S., & Rita, P. (2022). Consumer engagement in social media brand communities: A literature review. International Journal of Information Management, 63, Article 102457. https://doi.org/10.1016/j.ijinfomgt.2021.102457
Sari, M. Y. (2022). Efektivitas promosi digital melalui Instagram terhadap peningkatan minat beli konsumen. Jurnal Manajemen dan Bisnis Digital, 3(1).
Sasongko, S. R. (2021). Faktor-faktor kepuasan pelanggan dan loyalitas pelanggan: Literature review manajemen pemasaran. Jurnal Ilmu Manajemen Terapan, 3(1). https://doi.org/10.31933/jimt.v3i1
Seduram, L., Mamun, A. A., Salameh, A. A., Perumal, S., & Shaari, H. (2022). Predicting smartphone brand loyalty using four-stage loyalty model. SAGE Open, 12(2). https://doi.org/10.1177/21582440221099295
Seemiller, C., & Grace, M. (2019). Generation Z: A century in the making. Routledge.
Septiani, S. P., Azarkasy, B., & Saputra, S. (2025). Pemasaran digital Coffee Shop Dekultur dalam meningkatkan penjualan. EduTIK: Jurnal Pendidikan Teknologi Informasi dan Komunikasi, 5(6).
Sihombing, N., Pardede, E., Sihombing, A., & Dewantara, N. (2022). Pemasaran digital. Pena Persada.
Strauss, J., & Frost, R. (2014). E-marketing (7th ed.). Pearson.
Sudirjo, F., Purwati, T., Budiman, Y. U., & Manuhutu, M. (2023). Analisis dampak strategi pemasaran digital dalam meningkatkan loyalitas pelanggan: Perspektif industri e-commerce. Jurnal Pendidikan Tambusai, 7(2).
Suryaningrum, D. A., Utami, E. Y., Lusianawati, H., & Thalib, N. (2023). Analysis of Generation Z consumer behavior in the food and beverage industry in Indonesia: The influence of product personalization, social media engagement, and brand experience. West Science Journal Economic and Entrepreneurship, 1(7), 172–180. https://doi.org/10.58812/wsjee.v1i07.461
Tuten, T. L. (2023). Social media marketing (4th ed.). SAGE Publications.
Wheeler, A. (2017). Designing brand identity: An essential guide for the whole branding team (5th ed.). John Wiley & Sons.
Yulfita, A., Fakho, R., & Shella. (2024). Modul bisnis digital: Pemasaran digital, branding & promosi. Center for Development, Empowerment, and Policy (CEDEP), President University.
Published
2026-10-09
How to Cite
Vania Rizqi Azalia, Arsa, A., & Rabiyatul Alawiyah. (2026). E-Marketing Strategies to Increase Gen-Z Customer Loyalty (Case Study of Coffee Shop Because of Coffee in Jambi City). International Journal of Economics, Business and Innovation Research, 5(06), 586-603. https://doi.org/10.63922/ijebir.v5i06.5964
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