THE INFLUENCE OF SOCIAL MEDIA MARKETING, CUSTOMER REVIEWS AND PROMOTION INTENSITY ON PURCHASING DECISIONS AT BELAWAN COFFEE & RESTO
Published:
2026-11-04Downloads
Abstract
This study aims to determine and analyze the effect of Social Media Marketing, Customer Review, and Promotion Intensity on Purchasing Decisions at Belawan Coffee & Resto. This study used a quantitative method with 110 respondents who were consumers of Belawan Coffee & Resto. Data were collected through questionnaires. The data analysis techniques used in this study included multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results showed that partially, Social Media Marketing had no significant effect on Purchasing Decisions, as indicated by a significance value of 0.757 > 0.05. Customer Review had a positive and significant effect on Purchasing Decisions, with a significance value of 0.008 < 0.05. Promotion Intensity also had a positive and significant effect on Purchasing Decisions, with a significance value of 0.000 < 0.05. Simultaneously, Social Media Marketing, Customer Review, and Promotion Intensity had a significant effect on Purchasing Decisions, with an F-count of 22.566 and a significance value of 0.000 < 0.05. The Adjusted R Square value of 0.372 indicates that Social Media Marketing, Customer Review, and Promotion Intensity were able to explain 37.2% of the variation in Purchasing Decisions, while the remaining 62.8% was explained by other factors outside this study.
Keywords:
Social Media Marketing Customer Review Promotion Intensity Purchasing DecisionReferences
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