Pengaruh Social Media Marketing dan Brand Equity terhadap Keputusan Pembelian pada Cincai Cafe di Kota Batam

Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE)
Vol. 5 No. 1 (2026): April: Jurnal Riset Rumpun Ilmu Ekonomi

This study aims to examine the influence of Social Media Marketing and Brand Equity on consumers’ purchasing decisions at Cincai Cafe, Batam City. The research employs a quantitative approach with a sample of 100 respondents selected using probability sampling. Data were collected through questionnaires and analyzed using SPSS with multiple linear regression to determine both partial and simultaneous effects of the variables. The results indicate that Social Media Marketing has a positive and significant effect on purchasing decisions, Brand Equity also has a positive and significant effect, and both variables simultaneously exert a positive and significant influence on consumers’ purchasing decisions. These findings suggest that strengthening digital marketing strategies through social media and enhancing brand equity are key factors in encouraging consumer purchasing decisions at Cincai Cafe.