Pengaruh E-Promotion, Variasi Produk, dan Harga terhadap Keputusan Pembelian Generasi Z di Kopi Tomoro Setia Budi Medan

Abstract

This study aims to examine the effect of E-Promotion, Product Variation, and Price on Generation Z’s Purchase Decisions at Tomoro Coffee Setia Budi Medan. Generation Z, as Indonesia’s largest population group, is highly familiar with digital technology, lives modern lifestyles, and seeks information online before purchasing making them a key market for coffee shops. Tomoro Coffee is a fast-growing brand offering a modern concept, affordable pricing, varied menus, and active online promotions. However, it has not entered the Top Brand Index for coffee shops as of 2024, indicating the need to understand the factors influencing its purchase decisions. This quantitative research involved 97 Generation Z respondents. Data were collected through questionnaires and analyzed using descriptive and multiple linear regression with SPSS. Results show that e-promotion, product variation, and price have a positive and significant impact, both partially and simultaneously. Among the three, e-promotion is the most dominant. Together, they influence purchase decisions by 57%.