The Influence of Financial Technology and Digital Marketing on Customer Satisfaction of Aroma Bakery and Cake Shop ( Case Study of Generation Z Lubuk Pakam)
Pengaruh Teknologi Keuangan dan Pemasaran Digital terhadap Kepuasan Pelanggan Aroma Bakery and Cake Shop (Studi Kasus Generasi Z di Lubuk Pakam)
DOI:
https://doi.org/10.47663/ibec.v4i1.325Keywords:
Financial Technology, Digital Marketing, Customer satisfaction, Generation Z, F&B Industry, Aroma BakeryAbstract
This study aims to analyze the effect of financial technology and digital marketing on customer satisfaction at Aroma Bakery and Cake Shop, Bakaran Batu branch. The population for this study consists of 22,388 Generation Z individuals (aged 14–28 years old) in Lubuk Pakam, and quantitative data is used. Using the Slovin formula, 100 Generation Z respondents were obtained. The questionnaire data was tested for validity and reliability using Cronbach's alpha, then the data was analyzed using normality tests, multiple linear regression, multicollinearity, T-tests, F-tests, and determination coefficient calculations (R²). The regression equation Customer Satisfaction = 7.347 + 0.371 Fintech + 0.424 Digital Marketing + e means that both variables have a positive effect. The results of the study show that fintech and digital marketing have a positive and significant effect on customer satisfaction. Fintech (t = 4.395 sig < 0.05), with its ease, practicality, trust, speed, and transaction security of fintech, can improve customer experience and satisfaction. Digital marketing has a positive and significant effect (t = 6.539, sig < 0.05), proving that content marketing, influencer marketing, and digital discount vouchers are effective in increasing customer engagement and satisfaction. Simultaneously, the coefficient of determination of 61% indicates that the variables studied contribute significantly to customer satisfaction.
Downloads
References
Absha, V. M. ; Hasugian, M. ; Azmiah, D. ; Napitupulu, I. R. (2024). Pengaruh kepuasan pelanggan marketplace dan fintech terhadap peningkatan penjualan UMKM kuliner di Kota Medan. Jurnal Ilmu Manajemen & Bisnis PLANS, 19(2).
Afrizal, Y., Yafiz, M., & M. (2024). Syariah peer-to-peer lending business model: Improving sustainable MSMEs financing in Indonesiaitle. Pena Justisia, 23(3).
Afrizal. (2024). Model Bisnis Peer To Peer Lending Syariah Berbasis Ekosistem Financial Technology dalam Meningkatkan Pembiayaan UMKM yang Berkelanjutan. Universitas Islam Negeri Sumatera Utara.
AFTECH. (2024). The 6 th Indonesia Fintech Summit & Expo (IFSE) & Bulan Fintech Nasional (BFN) 2024. “Dorong Literasi Dan Inklusi Keuangan Digital Serta Perkuat Ekosistem Fintech, OJK Bersama AFTECH, AFSI Dan AFPI Kembali Gelar The 6th Indonesia Fintech Summit & Expo (IFSE) Dan Bulan Fintech Nasional (BFN) 2024,” 16(1), 1–23.
Agus Ria Kumara. (2018). Metodologi Penelitian Kualitatif. Universitas Ahmad Dahlan, 3–92.
Arner, D. W., Barberis, J., Buckley, R. P., NOS BARBERISt, J., & Buckley-, R. P. (2016). The Evolution of FinTech: A New Post-Crisis Paradigm. Georgetown Journal of International Law, 47(4), 1271–1320.
Azka Nurazizah, P. I. (2025). Pengaruh Voucher Diskon Terhadap Keputusan Pembelian Layanan Pesan-Antar Makanan Online di ShopeeFood (Studi Kasus Pada Mahasiswa Manajemen Angkatan 2022 di Universitas Buana Perjuangan Karawang). Musytari, 21(10). https://doi.org/10.8734/musytari.v1i2.365
Chen, M., & Dedy Lazuardi. (2023). The Influence of Social Media Influencers and Café Atmosphere on Purchase Decision at Café T1311 Medan. Proceeding International Business and Economics Conference (Ibec), 2(1), 81–91. https://doi.org/10.47663/ibec.v2i1.85
DailySocial.id, K. I. C. (2024). Survei perilaku keuangan digital Gen Z Indonesia 2024. Katadata. https://katadata.co.id
Danuri, P. P. ; Maisaroh, S. (2019). Metodologi penelitian pendidikan. Universitas PGRI Yogyakarta.
Detik Sumut. (2024). Transaksi QRIS di Sumut naik drastis sepanjang tahun 2024. Detik. https://www.detik.com/sumut/bisnis/d-7698245/transaksi-qris-di-sumut-naik-drastis-sepanjang-tahun-2024
Dinas Komunikasi dan Informatika Kabupaten Deli Serdang. (2023). Survei Adaptasi Teknologi Pembayaran Digital oleh Generasi Muda di Lubuk Pakam. Dinas Komunikasi dan Informatika Kabupaten Deli Serdang.
Dr. Angga Kurniawan, S.E., M. . (2023). Digital Marketing: Menguasai Digital Marketing untuk Kesuksesan Bisnis di Era 5.0. https://repository.upy.ac.id/7325/1/DIGITAL MARKETING buku ajar cover.pdf#page=6.12
Dr. Khamdan Rifa’i, S.E., M. S. (2023). Kepuasan Konsumen. In M. A. M Hamdi HS, S.IP. (Ed.), Angewandte Chemie International Edition, 6(11), 951–952. (Cetakan I:, Vol. 3, Issue 1). UIN KHAS Press. https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf
Dr. Rr. Nur Fauziyah, SKM, MKM, R. (2020). Analisis Data Menggunakan Multiple Linear Regression Test di Bidang Kesehatan Masyarakat dan Klinis (M. S. Gurid Pramintarto Eko Mulyo, SKM (ed.)). Politeknik Kesehatan Kemenkes Bandung. https://repo.poltekkesbandung.ac.id/id/eprint/7625/1/BUKU 9 MULTIPLE LINEAR REGRESSION TEST.pdf
El Hilali, W., El Manouar, A., & Janati Idrissi, M. A. (2020). Reaching sustainability during a digital transformation: a PLS approach. International Journal of Innovation Science, 12(1), 52–79.
Fadhli, K. & Pratiwi, N. D. (2021). Pengaruh digital marketing, kualitas produk, dan emosional terhadap kepuasan konsumen Poskopi Zio Jombang. Jurnal Inovasi Penelitian, 2(2), 603–612. https://media.neliti.com/media/publications/469676-none-c9314916.pdf
Firebelly Marketing. (2025). Micro-influencer marketing for food and beverage brands: The scalable strategy you’re probably overlooking. Firebelly Marketing. https://firebellymarketing.com/blog/micro-influencer-marketing-for-food-and-beverage-brands-the-scalable-strategy-youre-probably-overlooking/
Fitri, A., Rahim, R., Nurhayati, Aziz, Pagiling, S. L., Natsir, I., Munfarikhatin, A., Simanjuntak, D. N., HUatgaol, K., & Anugrah, N. E. (2023). Dasar-dasar Statistika untuk Penelitian. In Yayasan Kita Menulis. https://repository.unugiri.ac.id:8443/id/eprint/4882/1/Anisa %2C Buku Dasar-dasar Statistika untuk Penelitian.pdf
Komalasari, D. (2021). Buku Ajar Digital Marketing. In Buku Ajar Digital Marketing. https://doi.org/10.21070/2021/978-623-6081-38-9
Lazuardi, D., Rinaldi, M., & Shinta, S. (2023). Analysis of The Influence of Digital Marketing and Product Diversity on The Success of E-Commerce Business. Outline Journal of Management and Accounting, 2(2), 6–15. https://doi.org/10.61730/ojma.v2i2.132
Lontar, B., Qadri, A., Melati, V., Ryan, M. A., & ... (2022). Revitalisasi Penjualan: Strategi Pemasaran Digital untuk Meraih Sukses Bisnis Roti dan Kue bersama Holand Bakery. Jurnal Ilmiah …, 137–147.
Mubarak, R. (2021). Pengantar Ekonometrika Edisi Pertama. In Duta Media. https://www.scribd.com/document/697736093/Buku-Pengantar-Ekonometrika-B5-fix-pdf
Nalendra, A. R. A., Rosalinah, Y., Priadi, A., Subroto, I., Rahayuningsih, R., Lestari, R., Kusamandari, S., Yuliasari, R., Astuti, D., Latumahina, J., Purnomo, M. W., & Zede, V. A. (2021). Statistika Seri Dasar Dengan SPSS. In Media Sains Indonesia : Bandung. http://www.penerbit.medsan.co.id/
Novida, I. (2025). Buku referensi fintech dan perbankan: Kolaborasi inovatif untuk masa depan keuangan. CV. Eureka Media Aksara. https://repository.penerbiteureka.com/media/publications/588977-buku-referensi-fintech-dan-perbankan-kol-e5fdc473.pdf#page=11.34
Oktafalia, M. (2020). Persepsi Kemudahan Penggunaan, Efektivitas, dan Risiko Berpengaruh Terhadap Minat Bertransaksi Menggunakan Financial Technology. Jurnal Administrasi Kantor, 8(2), 139–152. http://www.ejournal-binainsani.ac.id/index.php/JAK/article/view/1448%0Ahttp://www.ejournal-binainsani.ac.id/index.php/JAK/article/download/1448/1241
Populix. (2025). Penggunaan QRIS jadi pilihan digital favorit. https://info.populix.co/articles/penggunaan-qris-jadi-pilihan-digital-favorit/
Raharjo, B. (2021). Fintech: Teknologi finansial perbankan digital (M. K. Dr. Joseph Teguh Santoso, S.Kom. (ed.)). Yayasan Prima Agus Teknik. https://digilib.stekom.ac.id/assets/dokumen/ebook/feb_B86KO93oWAQvmI-dwELA-KqX7d8-d7JYgDCl9jqCkA_co9sG-HLUSg_1682565185.pdf
Ranandhea Nuhran, A., Ramli, R., & Luhat, Y. (2024). Pengaruh Penggunaan Pembayaran Digital (Qris) Terhadap Tingkat Pengeluaran Konsumsi Mahasiswa Era Generasi Z Dengan Perilaku Gaya Hidup Masa Kini. Jurnal GeoEkonomi, 15(1.2024), 11–20. https://doi.org/10.36277/geoekonomi.v15i1.2024.444
Retail Asia. (2023). 2023 Retail Asia Forum Jakarta. Retail Asia. https://retailasia.com/event/2023-retail-asia-forum-jakarta
Risma Rahayu, Depi Permatasari, Omah, & Pupung Purnamasari. (2025). Pengaruh Sosial Media Marketing dan Food Influencer terhadap Brand Awareness Mie Gacoan di Cikarang. JISOSEPOL: Jurnal Ilmu Sosial Ekonomi Dan Politik, 3(1), 73–82. https://doi.org/10.61787/b81pqw38
Romansyah Sahauddin, Hery Maulana Arif, Indira Nurfatimah, Rezky Atirah T, Suci Nengsia, S. N. R. (2024). Fintech Dan Kepuasan Pelanggan Menggali Peran Kemudahan Transaksi Melalui QRIS Sebagai Variabel Intervening Di Warung Sari Laut Mas Joko Kota Makassar. Jurnal Ilmu Manajemen, Bisnis Dan Ekonomi, 2(1), 61–70.
Sahabuddin, R., Reva, M., Jauhar, M. A., Hikmah, Z., & Evany, E. (2024). Pengaruh Strategi Pemasaran dan Transformasi Digital Terhadap Kepuasan Pelanggan Roemah Lamdoek Cafe Makassar. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 4(1), 603–612. https://doi.org/10.56799/ekoma.v4i1.5874
Saragih, V. G., Anggriani, P., Daryana, A. P., & Girsang, D. R. (2025). Pengaruh Literasi Keuangan Dan Financial Technology Terhadap Profitabilitas Umkm Sektor Kuliner Kota Pematang Siantar. ECo-Fin, 7(2), 897–909. https://doi.org/10.32877/ef.v7i2.2308
Sinaga, H. D. E., Lazuardi, D., & Wangsa, F. (2024). Pengaruh Keragaman, Kelengkapan Produk Terhadap Minat Beli Ulang Melalui Kepuasaan Pelanggan Sebagai Variabel Intervening. Journal of Science and Social Research, 4307(4), 1656–1663. http://jurnal.goretanpena.com/index.php/JSSR
Sitorus, S. (2025). Pengaruh Perceived Ease Of Use dan E-Service Quality terhadap Loyalitas Pengguna Aplikasi Kopi Kenangan di Kota Medan. Universitas Sumatera Utara.
Soesana, A., Subakti, H., Salamun, S., Tasrim, I. W., Karwanto, K., Falani, I., Bukidz, D. P., & Pasaribu, A. N. (2023). Metodologi Penelitian Kuantitatif.
Stack Influence. (n.d.). Micro vs. macro: Partnership model delivers top ROI 2025. Stack Influence. https://stackinfluence.com/micro-vs-macro-partnership-model-top-roi-2025
Sudaryo, Y. ; Sofiati, N. A. (2021). Digital marketing dan fintech di Indonesia. Widina Bhakti Persada Indonesia.
Vikaliana, R., Pujianto, A., Mulyati, A., Fika, R., Ronaldo, R., Reza, H. K., Ngii, E., Dwikotjo, F., Suharni, & Ulfa, L. (2022). Ragam Penelitian dengan SPSS. In Tahta Media Group.
We Are Social, & M. (2024). Digital 2024: Indonesia. DataReportal. https://datareportal.com/reports/digital-2024-indonesia
Zhensen, Z., & Lazuardi, D. (2024). Digital Marketing and Artificial Intelligence on Purchasing Decision in the Shopee App. Proceeding of International Bussiness and Economic Conference (IBEC), 3(1), 20212. http://conference.eka-prasetya.ac.id/index.php/ibec
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC)
This work is licensed under a Creative Commons Attribution 4.0 International License.
