Pengaruh Word of Mouth dan Social Media Marketing terhadap Keputusan Pembelian di Kedai Kopi Dekakiang

Kadek Linda Dwipayanti; Ni Luh Wayan Sayang Telagawathi

doi:10.30640/inisiatif.v5i3.6836

Authors

Kadek Linda Dwipayanti Universitas Pendidikan Ganesha
Ni Luh Wayan Sayang Telagawathi Universitas Pendidikan Ganesha

DOI:

https://doi.org/10.30640/inisiatif.v5i3.6836

Keywords:

Marketing, Purchase Intention, Purchasing Decisions, Social Media, Word of Mouth

Abstract

“This study aims to analyze the influence of word of mouth and social media marketing on purchasing decisions, both partially and simultaneously. The study employed a quantitative approach with a causal research design. The subjects were consumers who had made purchases at Kedai Kopi Dekakiang, while the research variables included word of mouth, social media marketing, and purchasing decisions. A total of 110 respondents were selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression. The results indicate that: (1) word of mouth has a positive and significant effect on purchasing decisions; (2) social media marketing has a positive and significant effect on purchasing decisions; and (3) word of mouth and social media marketing simultaneously have a positive and significant effect on purchasing decisions. These findings suggest that both word of mouth communication and social media marketing play important roles in enhancing consumer purchasing decisions at Kedai Kopi Dekakiang.

References

Afriyanti, S., & Rasmikayati, E. (2020). Studi strategi pemasaran terbaik berdasarkan perilaku konsumen dalam menghadapi persaingan antar kedai kopi. Jurnal Ilmiah Mahasiswa Agroinfo Galuh, 856–872.

Alfred, O. (2017). The significant effect of word of mouth (WOM) on the attitude of potential consumers. International Journal of Economics, Business and Management Research, 4(6), 59–63. https://doi.org/10.11648/j.ijebo.20160406.13

Ali, K. (2020). Pengaruh promosi melalui media sosial dan word of mouth terhadap keputusan konsumen memilih wedding organizer (studi pada konsumen Art Project Lampung di Kecamatan Trimurjo Lampung Tengah). Jurnal Manajemen dan Bisnis (JMB), 1(2), 11–24. https://doi.org/10.57084/jmb.v1i2.453

Amrihani, H. A., & Ritonga, R. (2021). Nikmat kopi dan budaya konsumerisme dalam status sosial masyarakat kota. Warta ISKI, 4(2), 89–98. https://doi.org/10.25008/wartaiski.v4i2.133

Ani, N. (2023). Pengaruh digital marketing, electronic word of mouth dan lifestyle terhadap keputusan pembelian pada TikTok Shop Indonesia. BISMA: Business and Management Journal, 1(4), 37–44. https://doi.org/10.59966/bisma.v1i04.398

Arif, M. (2021). Pengaruh social media marketing, electronic word of mouth (e-WOM) dan lifestyle terhadap keputusan pembelian online. Seminar Nasional Teknologi Edukasi Sosial dan Humaniora, 1(1), 111–122. https://doi.org/10.53695/sintesa.v1i1.298

As’ad, A.-R. H., & Alhadid, A. Y. (2014). The impact of social media marketing on brand equity: An empirical study on mobile service providers in Jordan. Review of Integrative Business and Economics Research, 3(1), 335.

Hanjaya, B. S., Budihardjo, B. S., Hellyani, C. A., & Malang, K. (2023). Pengaruh social media marketing terhadap keputusan pembelian. Jurnal Manajemen, 1(3), 92–101.

I K. A. W. Purnawan, & I N. Suarmanayasa. (2021). Pengaruh word of mouth dan kualitas pelayanan terhadap keputusan penggunaan jasa Gojek di Kota Denpasar. Jurnal Manajemen, 7, 217–225.

Irawan, A., Putri, L. T., & Henrizal, H. (2022). Pengaruh promosi media sosial dan word of mouth terhadap keputusan pembelian konsumen florist di Kota Bangkinang. Jurnal Riset Manajemen Indonesia, 4(3), 284–289. https://doi.org/10.55768/jrmi.v4i3.140

Maknunah, U., Diantanti, N. P., & Darajat, A. H. (2023). Pengaruh word of mouth terhadap keputusan pembelian. Jurnal Manajemen, 8(2), 863–869.

Narottama, N., & Moniaga, N. E. P. (2022). Pengaruh social media marketing terhadap keputusan pembelian konsumen pada destinasi wisata kuliner di Kota Denpasar. Jurnal Master Pariwisata (JUMPA), 8(2). https://doi.org/10.24843/jumpa.2022.v08.i02.p19

Nuraini, N., & Hadi, M. F. Z. (2019). Pengaruh social media marketing dan word of mouth terhadap keputusan pembelian pada Panties Pizza Malang. Jurnal Manajemen.

Oktoriani, D., Ngopi, B., Kopi, I., Kopi, E., & Kopi, T. B. (2026). Tren ekonomi dan budaya konsumsi kopi di Indonesia. Jurnal Ekonomi, 2025(1), 1–10.

Olifia, S. (2022). Remaja dan warung kopi. Jurnal Ilmu Komunikasi, 27(3), 251–266.

Permana, I. A., Ramdan, A. M., & Mulia Z, F. (2019). Kekuatan keunikan produk dan word of mouth terhadap keputusan pembelian. Journal of Management and Business (JOMB), 1(1), 181–191. https://doi.org/10.31539/jomb.v1i1.608

Rafa Naufal Hanifah, & Arif Fadila. (2023). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian pada marketplace Lazada. Public Service and Governance Journal, 4(1), 230–245. https://doi.org/10.56444/psgj.v4i1.1012

Rahmawati, A. R. (2021). Pengaruh social media marketing dan word of mouth terhadap keputusan pembelian konsumen J.CO Donuts and Coffee Kota. Jurnal Manajemen, 9(1), 17–28.

Salsalina, M., & Perangin-Angin, B. (2024). The influence of social media marketing and electronic word of mouth (e-WOM) on purchasing decisions at e-commerce Shopee. Management Studies and Entrepreneurship Journal, 5(2), 5596–5611.

Salzabila Artamevia, Setyariningsih, E., & Utami, B. (2022). Pengaruh price discount dan electronic word of mouth terhadap keputusan pembelian pada e-commerce Shopee di wilayah Mojokerto. Jurnal Cakrawala Ilmiah, 1(11), 2887–2900. https://doi.org/10.53625/jcijurnalcakrawalailmiah.v1i11.2876

Sari, M. P., & Wijaya, K. (2024). Inovasi produk coffee beverage: Pengaruh penambahan flavoured syrup dan milk-based terhadap minat beli konsumen millennial. Jurnal Riset Bisnis dan Manajemen.

Vahreza, A. V., Nuraisyah, A., Irawan, T. B., & Budi, N. (2025). Uji organoleptik hasil blending kopi robusta dan arabika terhadap karakteristik sensori kopi. Jurnal Penelitian, 4, 95–101.

Yugantara, P., Susilo, R. K. D., & Sulismadi, S. (2021). Gaya hidup ngopi sebagai perilaku konsumsi. Al-Mada: Jurnal Agama, Sosial, dan Budaya, 4(1), 126–137. https://doi.org/10.31538/almada.v4i1.1096

Yusro, L. N., & Sulasari, A. (2023). Pengaruh social media marketing dan word of mouth terhadap keputusan pembelian. Jurnal Ekonomi, 187–196.