The Influence of Instagram Social Media Marketing and Word of Mouth on Purchase Decisions at Berga Coffee in Tangerang City
Abstract
This study aims to examine the effect of Instagram Social Media Marketing and Word of Mouth on Purchase Decisions at Berga Coffee in Tangerang City, both partially and simultaneously. This research employed a quantitative approach using a survey method. The population consisted of 20,667 Berga Coffee consumers in Tangerang City, with a sample of 100 respondents selected using purposive sampling and determined through the Slovin formula. Data were collected through observation, interviews, and questionnaires and analyzed using multiple linear regression, correlation, coefficient of determination, t-test, and F-test. The results show that Instagram Social Media Marketing has a positive and significant effect on Purchase Decisions, with a correlation coefficient of 0.763 and a coefficient of determination of 58.2%. Word of Mouth also has a positive and significant effect on Purchase Decisions, with a correlation coefficient of 0.786 and a coefficient of determination of 61.7%. Simultaneously, Instagram Social Media Marketing and Word of Mouth have a positive and significant effect on Purchase Decisions, with a multiple correlation coefficient of 0.812 and a coefficient of determination (R2) of 65.9%. The multiple linear regression equation is Y = 8.265 + 0.441X1 + 0.512X2. These findings indicate that strengthening Instagram marketing activities and generating positive Word of Mouth can contribute to increasing consumer Purchase Decisions at Berga Coffee in Tangerang City.
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