Pengaruh User Generated Content dan Aesthtetic Appeal terhadap Visit Intention pada Jiwan Coffe & Things Cirebon di kalangan Gen Z

Rihke Liestia; Misbak Misbak; Keke Shabrina Nurmalitasari

doi:10.37034/jems.v8i3.425

Authors

Rihke Liestia Universitas Swadaya Gunung Jati Cirebon
Misbak Misbak Universitas Swadaya Gunung Jati Cirebon
Keke Shabrina Nurmalitasari Universitas Swadaya Gunung Jati Cirebon

DOI:

https://doi.org/10.37034/jems.v8i3.425

Keywords:

User Generated Content, Aesthetic Appeal, Visit Intention, Generasi Z, Coffee Shop

Abstract

This study aims to analyze the influence of user generated content and aesthetic appeal on Generation Z’s visit intention toward Jiwan Coffee & Things Cirebon. The research employed a quantitative approach with an explanatory research design based on the Stimulus–Organism–Response (SOR) framework. Data were collected through questionnaires distributed to 100 Generation Z respondents in Cirebon Regency who had been exposed to digital content related to Jiwan Coffee. Multiple linear regression analysis was applied using SPSS software. The findings indicate that user generated content has a positive and significant effect on visit intention, while aesthetic appeal does not show a significant partial effect. However, both variables simultaneously have a significant influence on visit intention. The Adjusted R Square value of 0.222 shows that 22.2% of the variation in visit intention can be explained by these variables. These results suggest that authentic user-created content plays an important role in shaping trust, attraction, and imagined visiting experiences among Generation Z. Therefore, strategies to increase visit intention should prioritize optimizing user-generated content while strengthening visual aesthetic quality as a supporting stimulus in digital marketing communication for coffee shop destinations.

References

Hidayat, Z. (2016). Dampak Teknologi Digital Terhadap Perubahan Konsumsi Media Masyarakat. KOMUNIKOLOGI: Jurnal Ilmiah Ilmu Komunikasi, 13(2). https://doi.org/10.47007/jkomu.v13i2.164

Asosiasi Penyelenggara Jasa Internet Indonesia. (2025). Laporan Survei Internet Indonesia 2025. APJII. Retrieved from https://apjii.or.id

Badan Pusat Statistik Kabupaten Cirebon. (2020). Jumlah Penduduk menurut kelompok umur dan jenis kelamin di Kabupaten Cirebon, 2020. Retrieved from https://cirebonkab.bps.go.id/id/statistics-table/1/NTk3IzE%3D/population-by-age-group-and-sex-in-cirebon-regency--2020.html

Sudarman, D. (2023). Cultural shifts and social impacts of coffee shops on millennials. Santhēt: Jurnal Sejarah, Pendidikan dan Humaniora, 7(2), 318–326. https://doi.org/10.36526/santhet.v7i2.1837

Toffin Indonesia. (2020). Laporan Industri Kedai Kopi Indonesia 2019: Pertumbuhan Gerai dan Tren Konsumsi Kopi. Toffin Indonesia & Majalah MIX MarComm. Retrieved from https://insight.toffin.id

Kementerian Pertanian Republik Indonesia. (2023). Outlook Kopi 2023. Pusat Data dan Sistem Informasi Pertanian. Retrieved from https://www.pertanian.go.id

Azzahra, M., Abdurahman, A. I., & Alamsyah. (2023). Fenomena ngopi di coffee shop pada Gen Z. Social Science Academic, 1(2), 493–506. https://doi.org/10.37680/ssa.v1i2.3991

Setiawan, R. A., Siddiq, A. A., & Nasir, M. A. (2025, February). Fenomena Cafe Sebagai Media Dakwah Kepada Generasi Z di Kota Bandung. In Bandung Conference Series: Islamic Broadcast Communication (Vol. 5, No. 1, pp. 117-124). https://doi.org/10.29313/bcsibc.v5i1.17584

Deng, N., Li, X. R., & Li, Q. (2021). How aesthetic impressions from destination photos influence tourist intentions: The mediating role of mental imagery. Tourism Management, 83, 104233. https://doi.org/10.1016/j.tourman.2020.104233

Marder, B., Slaughter, R., Fowler, D., Zahir, S., & Wang, E. (2021). The impact of visual aesthetics on consumer responses: Professional vs. amateur photos in online reviews. Journal of Business Research, 129, 175–190. https://doi.org/10.1016/j.jbusres.2021.02.045

Apidana, Y. H., Prasetyo, A., & Kholifah, K. (2025). User Generated Content and Generation Z Tourists’ Visit Intention: Evidence from the Newly Inaugurated Kebumen Geopark, Indonesia. Amkop Management Accounting Review (AMAR), 5(2), 1133–1153. https://doi.org/10.37531/amar.v5i2.3257

Aboalganam, K. M., AlFraihat, S. F., & Tarabieh, S. (2025). The impact of user-generated content on tourist visit intentions: The mediating role of destination imagery. Administrative Sciences, 15(4), 117. https://doi.org/10.3390/admsci15040117

Almohammed, M., Ahamed, F., & Obeidat, O. S. (2025). Content quality and aesthetics: How visual appeal and informativeness shape travel decisions. International Journal of Innovative Research and Scientific Studies, 8(6), 1309–1316. https://doi.org/10.53894/ijirss.v8i6.9911

Salsabila, N., & Setiawan, B. (2025). The aesthetics of TikTok content in enhancing tourists’ intention to visit Labuan Bajo. Tourism and Community Review, 2(3), 26–32. https://doi.org/10.69697/tourcom.v2i3.305

Khairunnisa, D., Rosvita, F. D., Setiawan, N. E. S. N. E., & Gandung, M. (2025). Pemberdayaan Siswa SMK Melalui Edukasi Digital Tourism: Mengoptimalkan Perilaku Konsumen Wisata Generasi Z untuk Pariwisata Berkelanjutan. Jurnal Abdi Raya Nusantara, 1(1), 139-150. https://doi.org/10.70285/2ff64d31

Nadiastuti, N. S., Haro, A., & Krissanya, N. (2025). Pengaruh social media marketing, user-generated content, destination image terhadap visit intention di desa wisata Wae Rebo. Jurnal Manajemen Terapan dan Keuangan, 14(02), 933-947. https://doi.org/10.22437/jmk.v14i2.46535

Adeloye, D., Makurumidze, K., & Sarfo, C. (2021). User-generated videos and tourists’ intention to visit. Anatolia: An International Journal of Tourism and Hospitality Research, 1–15. https://doi.org/10.1080/13032917.2021.1986082

Benicta, A., & Widyatmoko, W. (2026). Pengaruh Konten Pemasaran Kuliner Di Media Sosial Terhadap Sikap Pembelian Makanan Kekinian Pada Generasi Z. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 14128-14136. https://doi.org/10.31004/riggs.v4i4.5366

Yusup, M. M., & Rahayuna, V. (2025). Analisis Pengaruh Keberadaan Fasilitas Wisata Dan Lokasi Ikonik Pada Restoran Terhadap Keputusan Kunjungan Dan Loyalitas Konsumen: Studi Kasus Restoran Berkonsep Wisata Di Bandung. Jurnal Ilmiah Wahana Pendidikan, 11(6. C), 84-94.