The Influence of Social Media and Electronic Word of Mouth on Purchasing Decisions at Baron’s House Coffee Shop Surakarta

Yasinta Lintang Zahra, Khabib Alia Akhmad, Agus Suyatno, Umi Hanifah

Abstract


The increasing number of coffee shops in Surakarta has intensified competition in the culinary industry, requiring effective marketing strategies to increase consumer purchasing decisions. Social Media and Electronic Word of Mouth (E-WOM) have become important components of digital marketing because they provide information, promote products, and facilitate online consumer reviews. This study aims to examine the influence of Social Media and Electronic Word of Mouth (E-WOM) on Purchasing Decisions at Baron’s House Coffee Shop Surakarta. A quantitative approach with a survey method was employed. Primary data were collected through questionnaires distributed to 100 respondents selected using purposive sampling. Data analysis was conducted using IBM SPSS Statistics, including validity and reliability tests, classical assumption tests, multiple linear regression analysis, hypothesis testing, and coefficient of determination. The results indicate that Social Media and Electronic Word of Mouth have a positive and statistically significant influence on Purchasing Decisions, both partially and simultaneously. These findings suggest that optimizing social media utilization and encouraging positive online reviews can effectively increase consumer purchasing decisions.

Keywords


Social Media1; Electronic Word of Mouth (E-WOM)2; Purchasing Decisions3.

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References


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