Gen Z's Coffee Culture: How TikTok eWOM and Brand Image Build Trust and Shape Preference for Local Coffee Shops
DOI:
https://doi.org/10.55606/ijemr.v5i2.845Keywords:
Brand Image, Brand Preference, Brand Trust, Electronic Word of Mouth (eWOM), TikTok MarketingAbstract
This study aims to analyze the role of electronic word of mouth (eWOM) on TikTok and brand image in shaping Generation Z's brand preference for local coffee shops, with brand trust as a mediating variable. The growth of coffee consumption culture among Gen Z and the increasing use of TikTok as a digital platform have changed the way consumers form perceptions and choose brands. However, research integrating eWOM, brand image, brand trust, and brand preference in the context of local coffee shops is still limited. This study fills this gap by analyzing the direct and indirect relationships between variables. A quantitative approach was used through a survey method with a purposive sampling technique on a minimum of 130 Generation Z respondents in Surabaya who actively use TikTok and have visited local coffee shops. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results show that eWOM and brand image have a positive and significant effect on brand trust, and eWOM, brand image, and brand trust have a significant effect on brand preference. In addition, brand trust is proven to partially mediate the relationship between eWOM and brand preference, as well as between brand image and brand preference. Among all variables, eWOM has the most dominant influence on brand preference. This finding indicates that local coffee shops need to integrate TikTok-based eWOM strategies with consistent brand image building to strengthen brand trust and increase Gen Z consumer preference. Keywords: eWOM; TikTok; brand trust; brand image; brand preference; Gen Z; local coffee shops.
References
Adinda, G. T., Purmono, B. B., Afifah, N., Barkah, B., & Marumpe, D. P. (2024). The influence of e-WOM and brand image on purchase decision of The Originote. Jurnal Ekonomi, 13(1), 512–528.
Adnyana, I. M. D., & Respati, N. N. R. (2019). Peran preferensi merek dalam memediasi hubungan antara ekuitas merek dengan niat beli. E-Jurnal Manajemen Universitas Udayana, 8(7), 4230–4258. https://doi.org/10.24843/EJMUNUD.2019.v08.i01.p20
Afisa, M., & Muhajirin. (2024). Pengaruh brand awareness dan brand trust terhadap keputusan pembelian pada produk Revlon. Journal of Student Research, 2(2), 210–220. https://doi.org/10.55606/jsr.v2i2.2874
Alalwan, A. A. (2022). Electronic word of mouth (eWOM) and consumer behavior: A systematic review and future research agenda. Journal of Retailing and Consumer Services, 63, 102869. https://doi.org/10.1016/j.jretconser.2021.102869
Algharabat, R., & Rana, N. P. (2023). The influence of eWOM on brand trust: A TikTok marketing per-spective. Journal of Consumer Marketing, 40(1), 10–28. https://doi.org/10.1108/JCM-03-2022-5321
Anggraeni, A., & Fauziah, D. A. (2023). TikTok as a marketing communication platform: A study of Gen Z and coffee culture. Society, 11(2), 450–470.
Apriyana, N., Yuliana, L., Putri Bestari, A., & Iswanto, T. (2024). The role of brand authenticity in activating brand love and brand trust and the implication on brand preference. Jurnal Ekonomi, 13(1), 1788–1802.
Calvin, & Budiono, H. (2023). Pengaruh brand trust, brand preference, dan brand satisfaction terhadap brand loyalty pada pengguna laptop Acer. Jurnal Serina Ekonomi dan Bisnis, 1(1).
Dam, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. Journal of Asian Finance, Economics and Business, 7(10), 939–947. https://doi.org/10.13106/JAFEB.2020.VOL7.NO10.939
Faizaty, E., Abror, N., Rilantiana, R., Nugraheni, R., & Nurdiyanti, L. D. (2021). The influence of brand image and brand trust on brand loyalty: Starbucks coffee shop.
Fikriah, N. L., & Mahendra, A. M. (2024). The direct and indirect effect of brand trust and social media marketing on re-purchase intention. Journal of Management and Digital Business, 4(3), 476–489. https://doi.org/10.53088/jmdb.v4i3.1017
Hsieh, S. H., Chang, A., & Chen, H. J. (2021). The role of brand image in consumer behavior: A me-ta-analytic review. Journal of Retailing and Consumer Services, 63, 102593.
Indrawan, P. K., Sukaatmadja, P. G., & Yasa, N. N. K. (2024). Role of brand trust in mediating influence of e-WOM and product quality on purchasing decisions. International Journal of Asian Business and Management, 3(3), 261–278.
Ismagilova, E., & Dwivedi, Y. K. (2021). eWOM and social media: Viral content and consumer trust. In-ternational Journal of Information Management, 61, 102307.
Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of electronic word of mouth communications on consumer behavior: A meta-analysis. Information Systems Frontiers, 22, 1203–1226. https://doi.org/10.1007/s10796-019-09924-y
Latifah, S. Z., & Fikriah, N. L. (2024). Perceived value dan brand trust terhadap purchase intention dengan mediasi brand preference. Journal of Management and Digital Business, 4(2), 383–395. https://doi.org/10.53088/jmdb.v4i2.898
Lorents, K., & Nawawi, M. T. (2024). Pengaruh brand image dan brand experience melalui brand trust ter-hadap purchase intention smartphone. Jurnal Manajerial dan Kewirausahaan, 6(4). https://doi.org/10.24912/jmk.v6i4.32741
Malik, D. A., & Fikriah, N. L. (2025). How brand trust can mediate electronic word-of-mouth and infor-mation credibility on purchase intention. Jurnal Ekbis, 26(1), 121–130.
Mirayani, N. K. S., Yasa, N. N. K., & Setiawan, P. Y. (2024). Pengaruh media sosial terhadap keputusan konsumsi Generasi Z pada coffee shop. Jurnal Manajemen dan Kewirausahaan, 4(2), 351–369. https://doi.org/10.55606/jempper.v4i2.4202
Ole, H. C., Sakka, E. W. M., & Mandagi, D. W. (2025). Perceived quality, brand trust, image, and loyalty as key drivers of fast food brand equity. Indonesian Journal of Islamic Economics and Finance, 5(1), 99–124. https://doi.org/10.37680/ijief.v5i1.7012
Purwianti, L., Rusiana, N., & Fahlevi, R. (2023). Pengaruh brand satisfaction terhadap brand loyalty dengan mediasi brand preference. Jurnal Administrasi dan Manajemen, 13(3). https://doi.org/10.52643/jam.v13i3.3259
Puspaningrum, A. (2020). Social media marketing and brand loyalty: The role of brand trust. Journal of Asian Finance, Economics and Business, 7(12), 951–958.
Ramadhan, I. A., Hidayah, R. T., & Alfaiza, S. A. (2025). The impact of TikTok eWOM on Fore Coffee purchase intention in Bandung. International Journal of Digital Marketing Science, 2(2), 134–146.
Rizky, M., Nisa, P. C., Kustiawan, U., & Baskara, I. (2024). Influence of electronic word of mouth and brand image on purchase intentions. EKOMA, 4(1), 2992–2999. https://doi.org/10.56799/ekoma.v4i1.6042
Syah, T. Y. R., Setyawan, D., Rojuaniah, R., Astuti, P., & Suyitno, E. (2024). Exploring the sustained effects of brand trust on revisit intention. Jurnal Ilmiah Manajemen Kesatuan, 12(4). https://doi.org/10.37641/jimkes.v12i4.2168
Villagra, N., Monfort, A., & Sánchez Herrera, J. (2021). The mediating role of brand trust. Journal of Con-sumer Behaviour, 20(5), 1153–1163. https://doi.org/10.1002/cb.1922
Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). The role of social media marketing in shaping brand image and Gen Z purchase intention. Society, 10(2), 351–369. https://doi.org/10.33019/society.v10i2.463
Wiweko, N. R., & Ferdinand, A. T. (2025). The impact of brand image and brand preference on purchase intention. Diponegoro Journal of Management, 14(1), 47–56.
Zhong, X. T. (2023). The influence of brand image on purchase intention: The mediating effect of brand trust. Journal on Global Socio-Economic Dynamics, 8(6), 134–145. https://doi.org/10.35678/2539-5645.6(43).2023.134-145
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 International Journal of Economics and Management Research
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
