The Influence of Electronic Word of Mouth and Social Media Marketing on Purchasing Decisions at Peanut Coffee in Sawangan Depok
DOI:
https://doi.org/10.61536/escalate.v4i02.741Keywords:
Electronic Word of Mouth, Purchase Decision, Social Media Marketing, Social Media, Consumer BehaviorAbstract
The competition in the coffee shop industry and the fluctuation of Peanut Coffee sales indicate the importance of understanding digital marketing factors related to purchasing decisions. This study aims to analyze the influence of Electronic Word of Mouth and Social Media Marketing on purchasing decisions at Peanut Coffee in Sawangan Depok. The study used a quantitative approach with a survey method. The research population was consumers or people who knew Peanut Coffee in Depok City, with a sample of 96 respondents determined using the Rao Purba formula and accidental sampling. The research instrument was a questionnaire with a five-point Likert scale. Data were analyzed using descriptive statistics, classical assumption tests, simple and multiple linear regressions, correlations, coefficients of determination, and t and F tests. The results showed that Electronic Word of Mouth and Social Media Marketing each had a positive and significant effect on purchasing decisions. Simultaneously, both variables had a positive and significant effect with a contribution of 58.9%. In conclusion, strengthening both digital marketing strategies can support the increase in consumer purchasing decisions at Peanut Coffee.
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