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p-Index From 2021 - 2026
0.23
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All Journal Escalate : Economics and Business Journal
Putut Raka Santoso
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Economics, Econometrics & Finance

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The Effect of Social Media Promotion and Word of Mouth on Purchase Decisions at Humaloka Coffee in Bandung City Reza Ferdiansyah; Putut Raka Santoso
Escalate : Economics and Business Journal Vol. 4 No. 01 (2026): Escalate: Economics and Business Journal
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v4i01.436

Abstract

Bandung's coffee shop boom heightens MSME competition like Humaloka Coffee, depending on social media promotion and word-of-mouth in digital trends. This study analyzes their effects on purchase decisions via quantitative descriptive-verification survey of 96 non-probability samples from December 2025 visitors, using online questionnaires, observation, interviews, multiple linear regression, classical tests, and SPSS. Results reveal "good" ratings (X1=73.83%, X2=78.71%), equation Y=9.331+0.410X1+0.364X2, partial sig.<0.05 (t=3.391/3.803), simultaneous F=19.102 (sig.=0.000), R²=0.291. Factors synergistically drive decisions (29.1% variance); optimize content and experiences for loyalty.
Co-Authors Reza Ferdiansyah