ANALYSIS OF SOCIAL MEDIA MARKETING, CUSTOMER REVIEWS AND CONTENT ATTRACTIVENESS ON PURCHASE DECISIONS AMONG CONSUMERS AT THE KOPI PETIK KARYA BRANCH
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2026-11-04Downloads
Abstract
This study aims to determine and analyze the effect of Social Media Marketing, Customer Reviews, and Content Attractiveness on Purchase Decisions at Cafe Kopi Petik. This research employed a quantitative approach. The population consisted of Cafe Kopi Petik consumers, with a sample of 125 respondents. Data were collected through questionnaires and interviews. The collected data were analyzed using multiple linear regression analysis, partial test (t-test), simultaneous test (F-test), and coefficient of determination (R Square). The results showed that Social Media Marketing has a positive and significant effect on Purchase Decisions, with a t-value of 4.302 > 1.979 and a significance value of 0.000 < 0.05. Customer Reviews have a positive and significant effect on Purchase Decisions, with a t-value of 3.244 > 1.979 and a significance value of 0.002 < 0.05. Furthermore, Content Attractiveness has a positive and significant effect on Purchase Decisions, with a t-value of 3.310 > 1.979 and a significance value of 0.001 < 0.05. Simultaneously, Social Media Marketing, Customer Reviews, and Content Attractiveness have a positive and significant effect on Purchase Decisions, with an F-value of 174.312 > 2.68 and a significance value of 0.000 < 0.05. The R Square value of 0.812 indicates that the three independent variables explain 81.2% of the variation in Purchase Decisions, while the remaining 18.8% is explained by other factors outside the scope of this study. Therefore, improving social media marketing, providing positive customer reviews, and presenting attractive and informative content can contribute to increasing consumer purchase decisions at Cafe Kopi Petik.
Keywords:
Social Media Marketing Customer Reviews Content Attractiveness Purchase DecisionReferences
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