Social Media-Based Marketing Strategies to Increase POV Cafe's Visibility Among Generation Z

Abstract

Social media development has transformed how businesses reach consumers, including the cafe sector, which increasingly relies on digital strategies to attract the younger generation. This study aims to analyse the social media-based marketing strategy of POV Cafe to increase visibility among Generation Z, particularly students at Airlangga University. The qualitative research method used was in-depth interviews with the owners and customers. The interview data were transcribed and analysed thematically, following Braun and Clarke’s framework, to identify recurring patterns in marketing practices, customer perceptions, and digital engagement. The results indicate that POV Cafe has used Instagram as its primary medium, but its utilisation remains limited and inconsistent. The owner emphasises the importance of traditional Word of mouth, while customers consider social media, particularly Instagram and TikTok, as key factors in their decision to visit. Visual content and Instagrammable experiences have proven to be important draws for Generation Z, in line with their preference for aesthetic experiences that can be shared digitally. Furthermore, customers are highly responsive to promotions such as buy-1-get-1 deals, student discounts, and creative events, but these strategies have not been optimally implemented. Collaborations with influencers were attempted but have been ineffective due to their inability to align with the local target market. Other findings confirm that online reviews (e-WOM) play a significant role in building the cafe's image. POV Cafe has significant potential to increase visibility by strengthening social media content consistency, optimising promotional strategies, leveraging micro-influencers, and building a campus community.