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All Journal Journal of Marketing and Technology Management (JMTM)
Novitasari Novitasari
Darmajaya Institute of Informatics and Business

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The Influence of Promotion through Instagram Social Media and Electronic Word of Mouth (eWOM) on Consumer Purchase Decisions of Kopi Ketje Panglima Polim in Bandar Lampung Novitasari Novitasari; Arya Badaruddin
Journal Of Marketing and Technology Management Vol. 1 No. 2 (2025): Desember
Publisher : MINOVa Ditria Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66016/jmtm.v1i2.20

Abstract

This study aims to analyze the influence of promotion through Instagram social media and Electronic Word of Mouth (eWOM) on consumer purchase decisions at Kopi Ketje Panglima Polim in Bandar Lampung. This research employs a quantitative approach with a survey method. The sample consisted of 100 respondents who were customers of Kopi Ketje Panglima Polim, selected using purposive sampling. Data were analyzed using multiple linear regression with SPSS. The results show that promotion through Instagram has a positive and significant effect on purchase decisions. Similarly, eWOM has a positive and significant effect on purchase decisions. Simultaneously, Instagram promotion and eWOM significantly influence consumer purchase decisions. This study emphasizes that digital promotion strategies play an important role in increasing consumer buying interest and purchase decisions.
Co-Authors Arya Badaruddin