<![CDATA[This study aims to examine and analyze the influence of social media marketing, brand image perception, and experiential marketing on purchasing decisions at Umah Kopi Muara Bungo. The study is motivated by the increasingly competitive coffee shop business landscape, which necessitates marketing strategies capable of driving consumer purchasing decisions. A quantitative method with an associative approach was employed. The study population consisted of all Umah Kopi Muara Bungo consumers, with a sample of 150 respondents selected using purposive sampling. Data were collected via questionnaires using a Likert scale. Data analysis techniques included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²) using SPSS version 20 software. The results indicate that, individually (partially), the social media marketing variable does not have a positive or significant effect on purchasing decisions. Conversely, brand image perception and experiential marketing have positive and significant effects on purchasing decisions at Umah Kopi Muara Bungo. Simultaneously, social media marketing, brand image perception, and experiential marketing exert a positive and significant influence on purchasing decisions. The Adjusted R-Square value of 0.622 indicates that 62.2% of purchasing decisions can be explained by these three independent variables, while the remaining 37.8% is influenced by variables not examined in this study. These findings are expected to provide valuable insights for Umah Kopi to enhance purchasing decisions by strengthening its brand image and creating superior consumer experiences.]]>
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