Driving Sustainable Growth Through Technology, Innovation, and Digital Management

The rapid growth of Indonesia’s coffee shop industry reflects the increasing digitalization of consumption among Generation Z consumers. As digital natives, Gen Z integrates social media, e-commerce, and online engagement into their purchasing behavior. This study aims to analyze the influence of Social Media Marketing (SMM), Digital Consumption Behavior (DCB), and E-Commerce Technology Adoption (ECTA) on Sales Performance within the context of ABC Coffee Shop, a small enterprise in Jakarta. A quantitative approach was employed using a structured survey distributed to 100 Generation Z respondents aged 15–27. Data were analyzed using validity, reliability, and multiple regression tests through SPSS 25. The results indicate that all three independent variables, SMM (β = 0.173, p < 0.05), DCB (β = 0.206, p < 0.05), and ECTA (β = 0.591, p < 0.05), significantly and positively affect sales performance, with ECTA showing the strongest influence. The model explains 75.8% of the variance in sales performance. These findings highlight that the integration of digital technology and consumer engagement strategies serves as a key driver of business success among digitally native consumers. Furthermore, the study aligns with the Sustainable Development Goals (SDGs), particularly Goal 8 (Decent Work and Economic Growth) and Goal 9 (Industry, Innovation, and Infrastructure), by emphasizing the role of digital innovation and entrepreneurship in fostering inclusive and sustainable economic development. This research contributes to the literature on digital consumer behavior and provides practical insights for micro and small enterprises aiming to strengthen competitiveness in Indonesia’s rapidly evolving digital economy.