The findings provide new insights into consumer behavior in Indonesia’s growing coffee shop industry, where customer retention has become increasingly important amid intense market competition. As digital payments become part of everyday life and promotional campaigns remain widespread, understanding what motivates repeat purchases is critical for business sustainability.
Pontianak, often referred to as the “City of 1,000 Coffee Shops,” has experienced rapid growth in its coffee culture. Coffee shops are no longer merely places to buy beverages. They have evolved into social spaces where young people gather, work, study, and interact. This transformation has intensified competition among coffee shop operators, forcing businesses to seek effective strategies to attract and retain customers.
At the same time, Indonesia has witnessed significant growth in digital payment adoption. Mobile wallets such as ShopeePay, OVO, GoPay, and Dana have become common transaction tools, particularly among younger consumers. Generation Z, having grown up in a digital environment, tends to favor technologies that offer convenience, speed, and accessibility.
Promotional discounts have also become a central marketing tool. Cashback offers, price reductions, and “buy one, get one” campaigns are frequently used by coffee shops to stimulate customer spending and increase visit frequency.
To examine how these factors influence consumer loyalty, the researchers surveyed 100 Generation Z coffee shop customers in Pontianak. All participants were between 15 and 29 years old, actively used ShopeePay, had purchased from coffee shops at least twice, and regularly used digital payment methods during transactions.
The study collected data through questionnaires and interviews. Researchers then analyzed the responses using statistical modeling to evaluate the relationship between digital payment usage, discount promotions, and consumers’ intention to make repeat purchases.
Key Findings
The research revealed that both ShopeePay digital payments and discounts positively affect Gen Z customers’ willingness to revisit coffee shops.
Several findings stood out:
- Digital payment usage significantly increases repurchase intention.
- Discount promotions also significantly increase repurchase intention.
- Discounts have a stronger impact than digital payment convenience.
- The two factors together explain 46.1 percent of variations in consumers’ repurchase intention.
- The relationship between the variables and repurchase intention is classified as strong, with a correlation value of 0.679.
The statistical analysis showed that the discount variable had a regression coefficient of 0.366, while digital payment recorded a coefficient of 0.272. This indicates that although consumers appreciate the convenience of cashless transactions, financial incentives remain a more powerful motivator for returning to a coffee shop.
In practical terms, Gen Z customers are attracted not only by frictionless payment experiences but also by opportunities to save money. The combination of both factors creates a more attractive customer experience and encourages repeat purchases.
Why Discounts Matter More
The study highlights a characteristic commonly associated with Generation Z consumers: high sensitivity to promotional pricing.
Young consumers often compare prices, seek value for money, and actively respond to special offers. When discounts are available, customers perceive greater value from their purchases, increasing the likelihood that they will revisit the same business.
According to Ananda Rizky Pratama and Fenni Supriadi of Universitas Muhammadiyah Pontianak, digital payment systems contribute to convenience, speed, and efficiency, while discounts provide a direct economic incentive. Together, these factors strengthen customer loyalty, but discounts play the dominant role in influencing purchasing decisions.
The researchers noted that digital payment platforms have evolved beyond simple transaction tools. Through cashback programs, reward systems, and promotional partnerships, they increasingly function as marketing channels that influence consumer behavior.
Implications for Coffee Shop Businesses
The findings offer valuable guidance for coffee shop operators, food and beverage businesses, and digital payment providers.
For coffee shop owners, merely offering digital payment options may not be enough to maximize customer retention. Businesses can achieve stronger results by combining seamless payment technology with attractive promotional programs tailored to Generation Z preferences.
Examples include:
- Cashback offers for digital wallet users.
- Exclusive discounts for ShopeePay transactions.
- Limited-time promotional campaigns.
- Loyalty rewards linked to digital payment platforms.
Such strategies can increase visit frequency while strengthening long-term customer loyalty.
For digital payment providers, the study reinforces the importance of promotional ecosystems. Features such as cashback, vouchers, and merchant partnerships appear to be key drivers of user engagement and repeat transactions.
The findings may also be useful for marketers, business consultants, and policymakers seeking to understand how digital transformation and pricing strategies influence consumer behavior in Indonesia’s rapidly expanding digital economy.
Academic Perspective
Ananda Rizky Pratama and Fenni Supriadi conclude that the most effective approach is not choosing between digital payment convenience and discounts, but integrating both. Their findings suggest that combining frictionless transactions with compelling promotional offers creates a stronger consumer experience and increases the likelihood of repeat purchases among Generation Z customers.
The researchers also found that nearly half of consumers’ repurchase intentions can be explained by these two variables alone, highlighting their strategic importance in the modern coffee shop industry.
Author Profiles
Ananda Rizky Pratama is a researcher from the Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Indonesia. His research interests include consumer behavior, digital marketing, business strategy, and the digital economy.
Fenni Supriadi is a lecturer and researcher at the Faculty of Economics and Business, Universitas Muhammadiyah Pontianak. Her areas of expertise include marketing management, consumer behavior, digital business strategy, and entrepreneurship.
Source
Article Title: The Influence of ShopeePay Digital Payment and Discount on Gen Z’s Repurchase Intention at Coffee Shops in Pontianak
Journal: Asian Journal of Applied Business and Management (AJABM)
Publication Year: 2026
Volume and Issue: Vol. 5, No. 2, pp. 641–654
Authors: Ananda Rizky Pratama and Fenni Supriadi
Affiliation: Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Indonesia
DOI: https://doi.org/10.55927/ajabm.v5i2.45
Official Journal URL: https://journalajabm.my.id/index.php/ajabm
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