Final Year Project Title: The Social Media Influence on Branded Coffee Purchase Intention Among Malaysian Gen Z
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Universiti Malaysia Sarawak (UNIMAS)
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In this day, coffee is a widely consumed beverage enjoyed by people across the globe. In Malaysia, coffee consumption has grown significantly due to increasing urbanisation and the influence of Western culture in which both have shaped the Malaysian lifestyles. Thus, numerous café chains such as ZUS Coffee, Kenangan Coffee, The Coffee Bean, and Starbuck have emerged and expanded rapidly within Malaysia. The coffee culture in Malaysia has evolved marked by the emergence of diverse cafes with distinctive themes and branding. This trend is especially prominent among Malaysian Generation Z (Gen Z), whose consumption habits are significantly shaped by their interaction with the digital platforms. Despite of that, limited research has been conducted on how social media influences branded coffee purchase intention especially in the context of Malaysian Generation Z demographic. Therefore, this research is to study the social media influence on branded coffee purchase intention among Malaysian Gen Z. This study consists of three independent variables namely social media marketing, brand image, and electronic word-of-mouth (eWOM), while the dependent variable is branded coffee purchase intention. In this study, the software of SPSS has been used to tested the results from online survey that was collected through Google form and has accumulated a total of 400 respondents. The findings of this study indicate that two of the independent variables such as brand image and electronic word-of-mouth (eWOM) demonstrated a significant influence on branded coffee purchase intention among Generation Z. However, social media marketing did not exhibit a statistically significant impact, suggesting it may not be a primary driver in this context. These results contribute meaningful insights to the coffee industry and relevant stakeholders by enhancing the understanding of Generation Z’s purchasing behavior toward branded coffee products.