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All Journal Jurnal Ilmiah Edunomika (JIE)
Yoan Purnamasari Makapuase Bahalau
Perbankan dan Keuangan Digital, Akademi Bisnis dan Keuangan Primaniyarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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PERAN USER-GENERATED CONTENT DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF PELANGGAN STARBUCKS COFFEE DI BANDARA SAM RATULANGI MANADO Rosary Patricia Mekel; Yoan Purnamasari Makapuase Bahalau; Zerah Elisa Derek
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19672

Abstract

This study aims to analyze the influence of User-Generated Content (UGC) on social media on impulse buying decisions of Starbucks Coffee customers at Sam Ratulangi Airport, Manado. Airports as captive markets present a unique context where transient consumers with available waiting time are exposed to social media content that can trigger spontaneous purchasing behavior. The study employed a quantitative approach with a survey method involving 150 respondents selected through purposive sampling. The research instrument was a Likert scale 1–5 questionnaire comprising 27 statement items. Data were analyzed through validity testing (Pearson), reliability testing (Cronbach's Alpha), classical assumption tests, and simple linear regression using SPSS 26. Results indicate that UGC has a positive and significant effect on impulse buying decisions (β = 0.713; t = 9.141; p < 0.001), with a coefficient of determination (R²) of 0.510, meaning UGC explains 51.0% of the variance in impulse buying decisions. Content credibility was the dominant predictor (mean = 4.21). These findings underscore the critical importance of UGC-based digital content management in F&B marketing strategies in travel retail environments, particularly in Eastern Indonesia where empirical studies remain scarce. Keywords : User-Generated Content, Impulse Buying, Social Media, Travel Retail, Starbucks
ANALISIS PENGARUH DIGITAL INSTAGRAMMABILITY, SOCIAL MEDIA ENGAGEMENT, DAN LOCATION-BASED SOCIAL MEDIA MARKETING TERHADAP BRAND SWITCHING BEHAVIOR: PERGESERAN PREFERENSI KONSUMEN DARI KAWASAN FLAMBOYAN KE SUNBAE Zerah Elisa Derek; Yoan Purnamasari Makapuase Bahalau; Rosary Patricia Mekel
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19675

Abstract

This study aims to analyze the influence of Digital Instagrammability, Social Media Engagement,and Location-Based Social Media Marketing on Brand Switching Behavior in the shift of consumerpreferences from the Flamboyan culinary area to the Sunbae area in Manado City. Using a quantitativeapproach with survey methods, data were collected from 100 respondents selected through purposivesampling technique—specifically consumers who had previously visited the Flamboyan area and then shiftedtheir preferences to the Sunbae area. Data analysis employed multiple linear regression using SPSS version25. The results show that Digital Instagrammability (X1) has a significant positive effect on Brand SwitchingBehavior (Y) with a coefficient of 0.312 (t = 3.821, p &lt; 0.05); Social Media Engagement (X2) has asignificant positive effect with a coefficient of 0.287 (t = 3.456, p &lt; 0.05); and Location-Based Social MediaMarketing (X3) has a significant positive effect with a coefficient of 0.245 (t = 2.987, p &lt; 0.05).Simultaneously, the three independent variables significantly influence Brand Switching Behavior (F =28.741, p &lt; 0.05) with a coefficient of determination (R²) of 0.647, indicating that 64.7% of Brand SwitchingBehavior variance can be explained by the three variables. The findings underscore the critical role ofdigital visual aesthetics, interactive social media engagement, and geolocation-based marketing strategies inshaping consumer decisions to shift culinary area preferences.Keywords: Brand Switching Behavior; Digital Instagrammability; Location-Based Marketing; Social MediaEngagement; Consumer Preference
Co-Authors Rosary Patricia Mekel Rosary Patricia Mekel Zerah Elisa Derek Zerah Elisa Derek