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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Novellyn Wigo
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THE INFLUENCE OF SOCIAL MEDIA PLATFORMS, MARKETING TECHNIQUES AND E-COMMERCE ON CUSTOMER BUYING INTEREST IN COFFEE SHOPS PICKING IN BINJAI Nathaly Orient; Novellyn Wigo; M. Fadhlan Mirza; Deni Faisal Mirza
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 3 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i3.4052

Abstract

This study aims to determine the extent to which social media platforms, marketing techniques, and e-commerce influence customer purchasing interest at the Kopi Petik coffee shop in Binjai, both individually and simultaneously. This study uses a quantitative approach, with data analysis using multiple linear regression. According to the analysis results, each variable partially influences customer purchasing interest. In addition, simultaneously, the three variables also show a significant influence. The coefficient of determination (R²) value is 0.727 or 72.7% of the variation in consumer purchasing interest can be explained by social media platforms, marketing techniques, and e-commerce, while the remaining 27.3% is caused by other factors not examined.
Co-Authors Deni Faisal Mirza M. Fadhlan Mirza Nathaly Orient