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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Marketing and Business Strategy
Eka Satirianisa Mappe
Khairun University
Economics, Econometrics & Finance

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What Drives Customers to Buy? The Dominant Role of Menu Variation at Cafe Rumakadua, Indonesia Zandy Pratama Zain; Irfandi Buamonabot; Eka Satirianisa Mappe; Safri Panigoro; Ruland Willy Jack Sumampouw
Marketing and Business Strategy Vol. 3 No. 2 (2026): MAY 2026
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v3i2.614

Abstract

This study aims to analyze the influence of social media marketing and menu variety on purchase decisions, with price as a mediating variable, at Cafe Rumakadua. The rapid growth of the culinary MSME industry in Indonesia has intensified competition, prompting cafes to optimize their digital marketing strategies and innovate their products simultaneously. This research employed a quantitative approach, using survey data collected from 200 Cafe Rumakadua customers via purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that menu variety has a positive, significant effect on both price perception and purchase decisions, demonstrating that diverse menu offerings strengthen consumer value perception and encourage purchase behavior. Social media marketing significantly influences price perception but does not directly affect purchase decisions. Furthermore, price does not significantly influence purchase decisions and fails to mediate the relationship between social media marketing, menu variation, and purchase decisions. These results suggest that consumers are more attracted to product diversity and experiential value than to price alone. This study contributes to the digital marketing and consumer behavior literature by emphasizing the strategic importance of menu innovation in shaping customer purchasing decisions in the culinary MSME sector.
Co-Authors Buamonabot, Irfandi Ruland Willy Jack Sumampouw Safri Panigoro Zandy Pratama Zain