THE INFLUENCE OF WORD OF MOUTH, SOCIAL MEDIA MARKETING AND INFLUENCER MARKETING ON PURCHASE DECISIONS AT ASK COFFEE
Published:
2026-09-29Downloads
Abstract
This study aims to determine and analyze the effects of Word of Mouth, Social Media Marketing, and Influencer Marketing on the Purchase Decision of Ask Coffee consumers. This research employed an associative approach using a quantitative method. The population consisted of Ask Coffee consumers who had made repeat purchases, with the exact population size unknown. The sampling technique used was non-probability sampling with purposive sampling. The sample size was determined using the Lemeshow formula, resulting in 110 Ask Coffee consumers as respondents. Data were collected through observation, questionnaires, and documentation, and were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results showed that Word of Mouth had a positive and significant effect on Purchase Decision, with a significance value of 0.000. Social Media Marketing also had a positive and significant effect on Purchase Decision, with a significance value of 0.003. Influencer Marketing had a positive and significant effect on Purchase Decision, with a significance value of 0.000. Simultaneously, Word of Mouth, Social Media Marketing, and Influencer Marketing had a positive and significant effect on Purchase Decision, with an F-count value of 95.124 and a significance value of 0.000. The Adjusted R Square value of 0.721 indicates that 72.1% of Purchase Decision can be explained by the three independent variables examined in this study.
Keywords:
Word of Mouth Social Media Marketing Influencer Marketing Purchase Decision Ask CoffeeReferences
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