THE INFLUENCE OF SOCIAL MEDIA MARKETING, MENU AVAILABILITY AND ONLINE CUSTOMER REVIEWS ON PURCHASE DECISIONS AT NONSENSE COFFEE
Published:
2026-09-29Downloads
Abstract
The increasingly competitive coffee shop industry encourages business actors to understand the factors influencing consumer purchase decisions through digital marketing strategies, product availability management, and the utilization of online customer experiences. This study aims to analyze the effect of social media marketing, menu availability, and online customer review on purchase decision among Nonsense Coffee consumers. This study employed a quantitative approach using a causal associative method. The population consisted of Nonsense Coffee consumers with an unknown population size. A total of 115 respondents were selected using a purposive sampling technique. Data were collected through questionnaires, observation, and documentation. The data were analyzed using multiple linear regression with the assistance of SPSS version 25. The results showed that social media marketing had a positive and significant effect on purchase decision, with a t-value of 7.458 and a significance value of 0.000. Menu availability also had a positive and significant effect on purchase decision, with a t-value of 3.154 and a significance value of 0.002. Furthermore, online customer review had a positive and significant effect on purchase decision, with a t-value of 5.805 and a significance value of 0.000. Simultaneously, the three variables had a significant effect on purchase decision, with an F-value of 98.415 and a significance value of 0.000. The Adjusted R Square value of 0.719 indicates that 71.9% of the variation in consumer purchase decisions can be explained by the research model. This study implies that strengthening social media marketing strategies, maintaining menu availability consistency, and effectively managing online customer reviews are important factors in improving consumer purchase decisions in the coffee shop industry.
Keywords:
Social media marketing menu availability online customer review purchase decisionReferences
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