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 Journal)
Vol. 5 No. 3 (2025): Multidiciplinary Output Research For Actual and International Issue

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.