The effect of social media and electronic word of mouth on trust and loyalty: Evidence from generation Z in coffee industry
Coffee shops have now evolved into an integral part of the modern lifestyle embraced by today's youth, especially by Generation Z. This study aims to understand the role of technology, specifically through Social Media Usage (SMU) and Electronic Word-Of Mouth (eWOM), and how trust as a...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2024-01-01
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| Series: | International Journal of Data and Network Science |
| Online Access: | http://www.growingscience.com/ijds/Vol8/ijdns_2023_142.pdf |
| _version_ | 1827778812261171200 |
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| author | Salmiah Salmiah Syafrida Hafni Sahir Mochammad Fahlevi |
| author_facet | Salmiah Salmiah Syafrida Hafni Sahir Mochammad Fahlevi |
| author_sort | Salmiah Salmiah |
| collection | DOAJ |
| description | Coffee shops have now evolved into an integral part of the modern lifestyle embraced by today's youth, especially by Generation Z. This study aims to understand the role of technology, specifically through Social Media Usage (SMU) and Electronic Word-Of Mouth (eWOM), and how trust as a mediator affects purchase intention and subsequently impacts customer loyalty. This study involved 282 respondents from diverse backgrounds. The sampling technique employed both snowballing and random sampling methods. For analysis, the Structural Equation Modeling (SEM) technique was utilized. In the study, several relationships were tested for their significance. The relationship between SMU and Trust was found to be significant. However, the relationship between eWOM and Trust was not significant. Trust significantly influenced Purchase Intention and Customer Loyalty. The direct relationship between Purchase Intention and Customer Loyalty was not significant. Moreover, the mediated relationships of SMU through Trust to Purchase Intention were significant, while the mediated relationship of eWOM through Trust to Purchase Intention was found to be non-significant. This investigation illuminates the distinct confluence of age-old values and contemporary digital interactions in sculpting consumer behavior within Indonesia. It accentuates the imperative for coffee shop enterprises to discern and synergize with these trends to guarantee enduring prosperity. |
| first_indexed | 2024-03-11T14:39:58Z |
| format | Article |
| id | doaj.art-5b042b54ab7540259efb3625a17ed392 |
| institution | Directory Open Access Journal |
| issn | 2561-8148 2561-8156 |
| language | English |
| last_indexed | 2024-03-11T14:39:58Z |
| publishDate | 2024-01-01 |
| publisher | Growing Science |
| record_format | Article |
| series | International Journal of Data and Network Science |
| spelling | doaj.art-5b042b54ab7540259efb3625a17ed3922023-10-30T15:14:32ZengGrowing ScienceInternational Journal of Data and Network Science2561-81482561-81562024-01-018164165410.5267/j.ijdns.2023.8.021The effect of social media and electronic word of mouth on trust and loyalty: Evidence from generation Z in coffee industrySalmiah SalmiahSyafrida Hafni SahirMochammad Fahlevi Coffee shops have now evolved into an integral part of the modern lifestyle embraced by today's youth, especially by Generation Z. This study aims to understand the role of technology, specifically through Social Media Usage (SMU) and Electronic Word-Of Mouth (eWOM), and how trust as a mediator affects purchase intention and subsequently impacts customer loyalty. This study involved 282 respondents from diverse backgrounds. The sampling technique employed both snowballing and random sampling methods. For analysis, the Structural Equation Modeling (SEM) technique was utilized. In the study, several relationships were tested for their significance. The relationship between SMU and Trust was found to be significant. However, the relationship between eWOM and Trust was not significant. Trust significantly influenced Purchase Intention and Customer Loyalty. The direct relationship between Purchase Intention and Customer Loyalty was not significant. Moreover, the mediated relationships of SMU through Trust to Purchase Intention were significant, while the mediated relationship of eWOM through Trust to Purchase Intention was found to be non-significant. This investigation illuminates the distinct confluence of age-old values and contemporary digital interactions in sculpting consumer behavior within Indonesia. It accentuates the imperative for coffee shop enterprises to discern and synergize with these trends to guarantee enduring prosperity.http://www.growingscience.com/ijds/Vol8/ijdns_2023_142.pdf |
| spellingShingle | Salmiah Salmiah Syafrida Hafni Sahir Mochammad Fahlevi The effect of social media and electronic word of mouth on trust and loyalty: Evidence from generation Z in coffee industry International Journal of Data and Network Science |
| title | The effect of social media and electronic word of mouth on trust and loyalty: Evidence from generation Z in coffee industry |
| title_full | The effect of social media and electronic word of mouth on trust and loyalty: Evidence from generation Z in coffee industry |
| title_fullStr | The effect of social media and electronic word of mouth on trust and loyalty: Evidence from generation Z in coffee industry |
| title_full_unstemmed | The effect of social media and electronic word of mouth on trust and loyalty: Evidence from generation Z in coffee industry |
| title_short | The effect of social media and electronic word of mouth on trust and loyalty: Evidence from generation Z in coffee industry |
| title_sort | effect of social media and electronic word of mouth on trust and loyalty evidence from generation z in coffee industry |
| url | http://www.growingscience.com/ijds/Vol8/ijdns_2023_142.pdf |
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