Analysis of Effect on the Social Media Marketing and Ewom on Purchase Intention of Black Sweet Coffee Shop

Ivan Armawan (Universitas Mulia)

Jurnal Manajemen Bisnis
Vol. 12 No. 02 (2022): October

The purpose of this study was to determine the effect of Social Media Marketing and EWOM on Purchase Intention (Black Manis Coffee Shop). This type of research is quantitative with a case study research design. The research was carried out in Balikpapan. The research subjects are Sweet Black Cafe Consumers who have used Black Sweet Products with a total sample of 120 using SPSS. The results of this finding indicate that there is a direct effect of social media marketing and EWOM on Purchase Intention, namely t count > t table = 1.98 and = 0.05 where X1 to Y = 2.174 > 1.98 and X2 to Y = 3,421 > 1,98