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All Journal Hasil Pengabdian Kepada Masyarakat IKRA-ITH EKONOMIKA JABE (Journal of Applied Business and Economic) Aptisi Transactions on Technopreneurship (ATT) Iqtishoduna: Jurnal Ekonomi Islam JUMAN Tools (Jurnal Manajemen Tools) International Journal of Business Economics (IJBE) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal of Research in Social Science and Humanities International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Kajian Branding Indonesia Jurnal Akuntansi, Manajemen dan Bisnis Digital Journal of Social Interactions and Humanities (JSIH) Journal of Legal and Cultural Analytics (JLCA) Jurnal Manajemen Dan Akuntansi Medan Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE) Journal of Management, Economic, and Accounting International Journal of Economics and Management Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Social Society Social Sciences Journal Jurnal Akuntansi Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Yossie Rossanty
Universitas Pembangunan Panca Budi
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 Mathematics Social Sciences Other

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THE EFFECT OF SOCIAL MEDIA MARKETING ON PURCHASE DECISIONS THROUGH CONSUMER BUYING INTEREST AS AN INTERVENING VARIABLE CASE STUDY OF COFFEE SHOP KOPIKUNI MEDAN Muammar Rifqi; Yossie Rossanty; Elfitra Desy Surya
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 5 (2023): October
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i5.1132

Abstract

The culture of drinking coffee is not just thirst-quenching but can be a companion to daily activities such as gathering with friends, running a business, attending reunions, and so on. As a result, the culture of drinking coffee has become an integral part of our lifestyle, yet we continue to ignore the fact that it has caused the popularity of coffee consumption to skyrocket. This type of research uses a quantitative approach. This research was conducted at Kopikuni Medan. The sample of this research is 22 X 5 110 respondents. Test the validity and suitability of the model Loading Factor, Average Variance Extracted (AVE), and Composite Reliability. Data analysis techniques used the Structural Equation Modeling (SEM) method to test the hypotheses in this study. Purchase intention has a positive and significant effect on purchase decision Social media marketing has a positive and significant effect on purchase intention Social media marketing has a positive and significant effect on purchase decision Social media marketing has an effect on purchase decision through purchase intention. This study concludes that the variable of social media marketing that is the most significant in purchasing decisions are context and communication. Therefore, Kopikuni is advised to optimize the context and communication aspects of social media marketing by paying attention to the delivery of messages, message designs, and content posted via Kopikuni social media. Thus, Kopikuni can be remembered more by customers.
Co-Authors Ade Rani Ahmad Rafiki Ari Prabowo Ariq Wiratama Nasution Aulia Ramadhan Tanjung Baehaqi Bambang Surya Adji Syahputra Bambang Surya Adji Syahputra Beby Sendy Chika Naibaho Dear Selvanathan Sinaga Dewi Nurmasari Pane Dini Julia Sari Siregar Eldaa Yuannda Harefa Elfitra Desy Surya Erwansyah Erwansyah Erwansyah Ester Petronella Tarigan Etty Sri Wahyuni Febri Sanrina Hasibuan Firman Ario Greasia Oriza Sitio Handoko Tandean Harahap, Ramadhan Hasudungan Siahaan Hawawari, Muhammad Fadhiil Icha Aulia Zahra Irawan, Irawan Januardi Sidauruk Ku Halim bin Ku Ariffin Lorencia, Bella M. Chaerul Rizky Mahari, Nagita Suci Maria Theresa, Maria Maziah Azzahroh Mesra B Mesra B Muammar Rifqi Muhammad Dharma Tuah Putra Nasution Nabila Awani Nasution, Rani Ramadhani Nasution, Thorique Akbar Maulana Novita, Ririn Septiana Nur Asyiqin Binti Abdul Manaf Nurafrina Siregar Olim Hanafiah Napitupulu Pahlufi, Cut Kesuma Pangabean, Rahmad Ridwan Pipit Buana Sari Pipit Buana Sari Putri Patricia Sitinjak Putri Pujiningtyas Ramadhan Harahap Ramadhan Harahap Ramadhan Tanjung, Aulia Rani Ramadhani Nasution Safii Sari, Pipit Buana SATRIYAS ILYAS Sendy, Beby Sianturi, Ester Cahyani Sihotang, Anindya Windy Siregar, Dini Julia Sari Siregar, Onan Marakali Suci Arimbi Surya Bakti Tanjung, Aulia Ramadhan Tarigan, Vita Cita Emia Tarissa Denia Willy Zek Nasution Yana Diana