<![CDATA[To be able to develop, a company must go through struggle and be supported by good and mature management in facing various problems and obstacles that exist in the business world. The emergence of very tight competition causes businesses to compete with each other to face competition and gain competitive advantage. To face this era of increasingly fierce industrial competition, good marketing strategies are needed to run entrepreneurship effectively and efficiently. Therefore, an entrepreneur must carry out a strategy to be able to compete with other entrepreneurs. Purchasing decisions depend on where consumers know and get information about the products offered. Judging from the era where technology has become commonplace among society, one strategy in marketing products is through online media, this concerns e-commerce and social media. This research aims to find out whether e-commerce influences purchasing decisions for Kopi Susu Baper in Metro City. To find out whether social media influences purchasing decisions for Baper Milk Coffee in Metro City. To find out whether e-commerce and social media influence purchasing decisions for Baper Milk Coffee in Metro City. The research sample consisted of 70 respondents. Data collection techniques use observation, interviews and questionnaires. Data analysis uses validity tests, reliability tests, normality tests, linearity tests, homogeneity tests, multiple regression analysis, partial tests (T), joint tests (F) and coefficient of determination (R2) using the program (SPSS). The results of this research show that there is a positive and significant influence of e-commerce on purchasing decisions. On the positive and significant influence of social media on purchasing decisions. There is a positive and significant influence of e-commerce and social media on purchasing decisions.]]>
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