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All Journal Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship International Journal of Business, Economics, and Social Development Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal Research of Social Science, Economics, and Management
Muhammad Santoso
Universitas Swadaya Gunung Jati
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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The Impact of Store Atmosphere and Price on Customer Purchase Intention: Survey Findings at Rabbani Store, Cirebon City Adinda Putri Indarjo; Muhammad Santoso; Jefry Romdonny
International Journal of Business, Economics, and Social Development Vol. 7 No. 3 (2026): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v7i3.1208

Abstract

The primary objective of this quantitative inquiry is to empirically examine the impact of store ambience and pricing strategies on consumer purchase intention within the specific context of Rabbani Shop Cipto, Cirebon City. Adopting a survey-based methodological design, the study targeted a cohort of 133 distinct patrons who had previously transacted at the location.  Data processing was executed via multiple linear regression algorithms facilitated by SPSS software, revealing that both store atmosphere and price exert a statistically significant and positive influence on purchase intention, manifesting both independently and synergistically. In terms of individual magnitude, store atmosphere accounts for a substantial 36.5% of the variance, whereas price contributes 28.8%. Collectively, these predictors explain 42.6% of the fluctuation in purchase intention, with the remaining variance attributable to unobserved exogenous factors. Consequently, these insights underscore the critical necessity of curating an immersive retail environment alongside a perception aligned pricing strategy to effectively catalyze consumer purchasing behavior.
The Influence of Social Media Marketing and Customer Engagement on Brand Awareness Through the Perspective of Multi-Platform Followers of Baraja Coffee Cirebon Gina Caesya Anugrah; Muhammad Santoso; Soesanty Maulany
Jurnal Maksipreneur Vol 15 No 2 (2026)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmp.v15i2.2651

Abstract

This study examines how social media marketing and customer engagement affect brand awareness among Baraja Coffee’s Instagram and TikTok followers in Cirebon. The study was motivated by the growing importance of digital platforms for local coffee shops in building brand visibility and maintaining relevance in a competitive market. A quantitative explanatory approach was employed, using an online questionnaire distributed to followers of Baraja Coffee’s social media accounts. A total of 394 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The results show that social media marketing has a positive and significant effect on brand awareness, and that customer engagement also has a positive and significant effect on brand awareness. Social media marketing emerged as the stronger predictor, while both variables jointly explained a substantial proportion of the variance in brand awareness. These findings imply that local coffee shops need not only consistent and attractive social media content but also active follower engagement to strengthen brand recognition and recall in digital environments.
THE INFLUENCE OF BRAND IMAGE AND BRAND TRUST ON BRAND LOYALTY AMONG VIVO SMARTPHONE USERS IN CIREBON M. Sarudin; Muhammad Santoso; Soesanty Maulany
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 3 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20712803

Abstract

This study aims to determine and analyze the influence of brand image and brand trust on brand loyalty among VIVO smartphone users in Cirebon. This research used quantitative research. The sample size was 170 respondents. The data analysis method used was multiple linear regression analysis. Based on the results of the t-test, it can be concluded that brand image has a significant effect on brand loyalty, with a calculated t-value of 9.749 > t-table 1.974 and a significant value of 0.000 <0.05. Brand trust has a significant effect on brand loyalty, with a calculated t-value of 12,350 > t-table 1.974 and a significant value of 0.000 <0.05. Based on the results of the F hypothesis test, it can be concluded that simultaneously/together, brand image and brand trust have a significant effect on brand loyalty with an F-value of 121.589 > ttable 3.05 and a significant value of 0.000 <0.05. Based on the coefficient of determination analysis, the coefficient of determination or Adjusted R-Square value was obtained at 0.588 or 58.8% brand image and brand trust have an effect on brand loyalty, while 11.2% is the influence of other variables not included in this study.
The Influence of Influencer Marketing and Word of Mouth on Consumer Buying Interest in Café Mune Patisserie in Cirebon City Cancy Veronica Susanti; Muhammad Santoso; Jefry Romdonny
Journal Research of Social Science, Economics, and Management Vol. 5 No. 12 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i12.1556

Abstract

The rapid growth of the café industry in Cirebon City has encouraged businesses to utilize digital-based marketing strategies to attract consumer interest. Influencer marketing and word of mouth (WOM) are two forms of marketing communication considered effective in shaping perceptions and encouraging purchase intention among consumers in the culinary services sector. This study aims to analyze the influence of influencer marketing and word of mouth on consumer purchase intention at Café Mune Patisserie in Cirebon City. A quantitative approach was employed using a survey method through the distribution of questionnaires to 192 respondents selected via purposive sampling. Data analysis was conducted using multiple linear regression with the aid of SPSS. The results indicate that, individually, influencer marketing has a positive and significant effect on consumer purchase intention, as does word of mouth. Simultaneously, both independent variables were found to have a significant combined effect on consumer purchase intention. The Adjusted R² value of 0.716 indicates that 71.6% of the variation in consumer purchase intention can be explained by influencer marketing and word of mouth, while the remainder is attributable to other variables outside the scope of the study. The word of mouth variable was found to exert a more dominant influence than influencer marketing. These findings confirm that social influence-based promotional strategies significantly increase consumer purchase intention in the café business
Co-Authors Adinda Putri Indarjo Cancy Veronica Susanti Gina Caesya Anugrah Jefry Romdonny M. Sarudin Soesanty Maulany