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All Journal Journal of Economic, Bussines and Accounting (COSTING) Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Journal Economic Management and Business ACCUMULATED JOURNAL Harmoni Economics: International Journal of Economics and Accounting Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA)
Aisyah Azhar Adam
Universitas Potensi Utama
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Other

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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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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
THE INFLUENCE OF SOCIAL MEDIA MARKETING, MENU AVAILABILITY AND ONLINE CUSTOMER REVIEWS ON PURCHASE DECISIONS AT NONSENSE COFFEE Mutia Rahmanda; 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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The increasingly competitive coffee shop industry encourages business actors to understand the factors influencing consumer purchase decisions through digital marketing strategies, product availability management, and the utilization of online customer experiences. This study aims to analyze the effect of social media marketing, menu availability, and online customer review on purchase decision among Nonsense Coffee consumers. This study employed a quantitative approach using a causal associative method. The population consisted of Nonsense Coffee consumers with an unknown population size. A total of 115 respondents were selected using a purposive sampling technique. Data were collected through questionnaires, observation, and documentation. The data were analyzed using multiple linear regression with the assistance of SPSS version 25. The results showed that social media marketing had a positive and significant effect on purchase decision, with a t-value of 7.458 and a significance value of 0.000. Menu availability also had a positive and significant effect on purchase decision, with a t-value of 3.154 and a significance value of 0.002. Furthermore, online customer review had a positive and significant effect on purchase decision, with a t-value of 5.805 and a significance value of 0.000. Simultaneously, the three variables had a significant effect on purchase decision, with an F-value of 98.415 and a significance value of 0.000. The Adjusted R Square value of 0.719 indicates that 71.9% of the variation in consumer purchase decisions can be explained by the research model. This study implies that strengthening social media marketing strategies, maintaining menu availability consistency, and effectively managing online customer reviews are important factors in improving consumer purchase decisions in the coffee shop industry.
THE INFLUENCE OF WORD OF MOUTH, SOCIAL MEDIA MARKETING AND INFLUENCER MARKETING ON PURCHASE DECISIONS AT ASK COFFEE Siti Marisa; 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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This study aims to determine and analyze the effects of Word of Mouth, Social Media Marketing, and Influencer Marketing on the Purchase Decision of Ask Coffee consumers. This research employed an associative approach using a quantitative method. The population consisted of Ask Coffee consumers who had made repeat purchases, with the exact population size unknown. The sampling technique used was non-probability sampling with purposive sampling. The sample size was determined using the Lemeshow formula, resulting in 110 Ask Coffee consumers as respondents. Data were collected through observation, questionnaires, and documentation, and were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results showed that Word of Mouth had a positive and significant effect on Purchase Decision, with a significance value of 0.000. Social Media Marketing also had a positive and significant effect on Purchase Decision, with a significance value of 0.003. Influencer Marketing had a positive and significant effect on Purchase Decision, with a significance value of 0.000. Simultaneously, Word of Mouth, Social Media Marketing, and Influencer Marketing had a positive and significant effect on Purchase Decision, with an F-count value of 95.124 and a significance value of 0.000. The Adjusted R Square value of 0.721 indicates that 72.1% of Purchase Decision can be explained by the three independent variables examined in this study.
Co-Authors Ajie Dwi Tandayu Ari Prabowo Asnahwati Asnahwati Emteta Litka Enzelia Indri Syahputri Saragih M. Rizky Wijaya Muhammad Rizal Mutia Rahmanda Parhusip, Austin Alexander Shofyan Roni Siti Marisa Tara Febrianti Tika Nurmala Sari Yahya Tanjung