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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Emteta Litka Enzelia
Universitas Potensi Utama
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

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ANALYSIS OF THE INFLUENCE OF SOCIAL MEDIA MARKETING, INFLUENCER MARKETING AND PRICE ON PURCHASE DECISIONS AT SENGKAYU COFFEE Emteta Litka Enzelia; Aisyah Azhar Adam
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 10 (2026): SEPTEMBER
Publisher : RADJA PUBLIKA

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Abstract

The purpose of this study is to identify and analyze the influence of social media marketing, influencer marketing, and price on the purchase decision of consumers at Sengkayu Coffee Marelan. This study employed an associative research approach using a quantitative research method. The population consisted of all Sengkayu Coffee consumers who had made repeat purchases, with the exact population size being unknown. The sampling technique used was non-probability sampling with a purposive sampling approach. Since the population size was unknown, the sample size was determined using the Lemeshow formula. Based on this calculation, the study involved 105 respondents, all of whom were consumers of Sengkayu Coffee. The analysis tool used was SPSS version 25. Data collection was carried out through questionnaires, observation, and documentation, while data analysis utilized data quality tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results of the study indicate that social media marketing, influencer marketing, and price, both partially and simultaneously, have a positive and significant effect on the purchase decision of consumers at Sengkayu Coffee
Co-Authors Aisyah Azhar Adam