Ilustration by AI
new empirical study published in August 2026 reveals that pricing strategy and influencer credibility serve as the primary drivers of brand attractiveness for Fore Coffee among Generation Z consumers in Indonesia, while artificial intelligence (AI) integration plays no direct statistically significant role
Understanding the Gen Z Market and the Digital Paradox
The Indonesian coffee industry has transitioned into a highly saturated marketplace where product quality alone no longer guarantees a competitive advantage
This challenge is especially pronounced when engaging Generation Z (individuals born between 1997 and 2012)
Many retail brands have invested heavily in artificial intelligence features—such as automated purchase recommendations, personalized offers, and digital loyalty systems—assuming that technological sophistication directly enhances brand appeal
Research Methodology
To examine how technology, social communication, and economics interact to shape brand perception, the research team implemented a quantitative explanatory research design
- Sample Population: The study analyzed 100 Generation Z consumers in Indonesia who were selected using a purposive sampling approach
. - Participant Criteria: Every respondent was required to be a member of Generation Z, have purchased Fore Coffee within the prior six months, actively use the Fore Coffee mobile application, and have interacted with social media content featuring Fore Coffee influencers
. - Analytical Framework: Primary data gathered via structured five-point Likert scale questionnaires were evaluated using IBM SPSS Statistics version 31
. The team performed validity, reliability, and classical assumption testing before applying multiple linear regression analysis .
Key Findings of the Study
The key statistical outcomes demonstrate clear hierarchy among consumer evaluation factors:
- Pricing Strategy as the Strongest Driver ($\beta = 0.358, p < 0.001$): Pricing strategy emerged as the single strongest predictor of Fore Coffee’s brand attractiveness
. The measurement encompassed price fairness, price accessibility, promotional flexibility, and value for money . Gen Z consumers evaluate whether the overall brand experience justifies the financial cost . - Influencer Credibility Drives Perception ($\beta = 0.349, p < 0.001$): Endorsements by public figures who display expertise, trustworthiness, personal attractiveness, and strong alignment with the brand significantly boost brand appeal
. Credible source messaging effectively reduces uncertainty for Gen Z buyers on social media . - AI Use Does Not Directly Drive Attraction ($\beta = 0.143, p = 0.155$): Despite respondents rating AI application features positively in descriptive evaluations (overall mean score of 3.95 out of 5), the inferential statistical test showed no significant direct effect on brand attractiveness
. Functional application performance does not automatically translate into brand preference . - Simultaneous Model Contribution ($R^2 = 0.477, F = 29.164, p < 0.001$): Working together, AI use, influencer credibility, and pricing strategy account for 47.7% of the variance in Fore Coffee's brand attractiveness among Gen Z consumers in Indonesia
.
"Technological functionality may support the overall customer experience, while other factors—particularly influencer credibility and pricing strategy—have a more direct relationship with brand attractiveness. Investments in technology should not be viewed independently from communication and pricing decisions," explained lead researcher Muthia Azhari Boyoh and co-authors Luh Komang Candra Dewi and Herindiyah Kartika Yuni from Universitas Triatma Mulya
.
Industry Implications and Strategic Recommendations
The empirical results provide practical recommendations for retail coffee chains, digital marketers, and consumer-facing enterprises targeting young demographics:
- Reposition AI as an Operational Enabler: Companies should continue developing digital capabilities, but AI features should be positioned to optimize backend efficiency and smooth user transactions rather than serves as the primary marketing selling point
. - Prioritize Authenticity in Influencer Partnerships: Marketers must move beyond simple vanity metrics such as follower counts
. Brands should select influencers whose image, expertise, and perceived honesty match the target identity of the brand . - Execute Value-Based Pricing: Coffee brands positioning themselves in the affordable-premium segment must deliver clear economic value through loyalty point programs, bundled offers, and transparent pricing strategies without sacrificing product quality perceptions
.
Author Profiles
Muthia Azhari Boyoh, S.SE., M.M.
Faculty member and researcher at Universitas Triatma Mulya. Her academic research specializes in marketing management, consumer behavior analysis, and digital marketing strategies . Luh Komang Candra Dewi, S.SE., M.M.
Lecturer and researcher at Universitas Triatma Mulya. Her research interests center on business management, financial dynamics, and retail consumer decision-making . - Herindiyah Kartika Yuni, S.SE., M.M. Academician and researcher affiliated with Universitas Triatma Mulya
. Her work focuses on human resource management, service quality design, and retail management .
Research Source Information
Article Title: The Effect of Artificial Intelligence Use, Influencer Credibility, and Pricing Strategy on Fore Coffee's Brand Attractiveness Among Generation Z in Indonesia
Journal Name: Jurnal Multidisplin Madani (MUDIMA)
Publication Date: August 2026 (Vol. 6, No. 8, pp. 1131–1140)
DOI:
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