PENGARUH INTERACTIVITY, INFORMATIVENESS, ENTERTAINMENT, DAN PERCEIVED RELEVANCE, TERHADAP PURCHASE DECISION

Christian Aryasatya (Universitas Ciputra)
Dewi Immanuel

Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis
Vol. 10 No. 2 (2025): Performa

This study aims to determine Interactivity, Informativeness, Entertainment and Perceived Relevance to Purchase Intention cafe De-background by using SPSS Multiple Linear Regression analysis. The population in this study are people throughout Indonesia who have seen cafes via Instagram. Sampling was carried out by purposive sampling with a minimum age of 18 years with a total of 230 respondents. The results of this study indicate that Interactivity and Perceived Relevance have a significant effect on Purchase Decision. Informativeness and Entertainment have no significant effect on Purcase Decision..