The Influence of Social Media Marketing, Perceived Brand Image, and Experiential Marketing on Purchasing Decisions at Umah Kopi Muara Bungo
Keywords:
Social Media Marketing, Brand Image Perception, Experiential Marketing, Purchasing Decisions.
Abstract
This study aims to examine and analyze the influence of social media marketing, brand image perception, and experiential marketing on purchasing decisions at Umah Kopi Muara Bungo. The study is motivated by the increasingly competitive coffee shop business landscape, which necessitates marketing strategies capable of driving consumer purchasing decisions. A quantitative method with an associative approach was employed. The study population consisted of all Umah Kopi Muara Bungo consumers, with a sample of 150 respondents selected using purposive sampling. Data were collected via questionnaires using a Likert scale. Data analysis techniques included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²) using SPSS version 20 software.
The results indicate that, individually (partially), the social media marketing variable does not have a positive or significant effect on purchasing decisions. Conversely, brand image perception and experiential marketing have positive and significant effects on purchasing decisions at Umah Kopi Muara Bungo. Simultaneously, social media marketing, brand image perception, and experiential marketing exert a positive and significant influence on purchasing decisions. The Adjusted R-Square value of 0.622 indicates that 62.2% of purchasing decisions can be explained by these three independent variables, while the remaining 37.8% is influenced by variables not examined in this study. These findings are expected to provide valuable insights for Umah Kopi to enhance purchasing decisions by strengthening its brand image and creating superior consumer experiences.
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Miati, I. (2020). The effect of brand image on purchasing decisions of Deenay hijabs: A study of consumers at Gea Fashion Banjar. Abiwara: Jurnal Vokasi Administrasi Bisnis, 1(2), 71–83.
Munawaroh, M., Gusteti, Y., & Resty, F. (2021). The effect of celebrity endorsers, brand image, and price on purchasing decisions of Wardah cosmetics: A case study of female students at Undhari Dormitory. Jurnal Ilmiah Manajemen Ubhara, 3(2), 170.
Nugroho, R. W., Triyani, D., & N. S. S., L. P. (2020). The effect of product quality, perceived price, and location on consumer purchasing decisions at Riilfians Cafe and Bistro Pati. Solusi, 18(2). https://doi.org/10.26623/SLSI.V18I2.2303
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Prastiwi, A., & Utomo, S. B. (2024). The effect of social media marketing and content marketing on purchasing decisions of Herocyn products. Jurnal Ilmu dan Riset Manajemen (JIRM).
Primadasari, A., & Sudarwanto, T. (2021). The effect of brand awareness, brand image, and product quality on purchasing decisions. Forum Ekonomi: Jurnal Ekonomi, Manajemen dan Akuntansi, 23(3), 413–420. https://doi.org/10.30872/JFOR.V23I3.9743
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Putri, R. A. (2022). The impact of product quality and brand image on purchasing decisions mediated by perceived value among coffee shop consumers in Medan. Jurnal Ilmiah Mahasiswa Ekonomi dan Bisnis (JIMEIS), 2(1), 1–15.
Resty, F., & Gusteti, Y. (2022). Analysis of the effect of experiential marketing and customer satisfaction on customer loyalty at G Coffee Koto Baru. Manajemen Dewantara, 6(3), 351–362.
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Waworuntu, A. Y., & Hasan, A. (2021). Improving brand image, price, and promotion through consumer purchasing decisions. Jurnal Manajemen Bisnis, 8(2), 245–254. https://doi.org/10.33096/JMB.V8I2.92
Yunika, N. L., Suardhika, I. N., & Atmaja, N. P. C. D. (2025). The effect of store atmosphere, product variety, and social media marketing on purchasing decisions at Kopi Pangeran Ubud. EMAS, 6(5), 1008–1019. https://doi.org/10.36733/EMAS.V6I5.6623
Zuhad, Yoestini, & Muhammad, D. (2023). The Effect of Social Media Marketing and Brand Image on Purchasing Decisions with Purchase Intention as an Intervening Variable: A Study of Tokopedia Customers in Semarang.
Alfiyah, S. N., & Aminah, S. (2023). The effect of digital marketing, product innovation, and brand image on purchasing decisions at Pabrik Lewo Coffee Shop Surabaya. Journal.Laaroiba.Com, 5, 970–981. https://doi.org/10.47476/reslaj.v5i3.2136
Amdhani, R., Wati, E. E., & Purwanto, K. (2022). Analysis of promotion, product quality, and brand image on purchasing decisions of Beat automatic motorcycles among Undhari University students. Manajemen Dewantara, 6(3), 281–291.
Arfah, Y. (2022). Product Purchase Decisions. Paper Knowledge: Toward a Media History of Documents, 12(1), 107–115.
Ariando Citra. (2023). The Effect of Halal Food Perception, Brand Image, and Experiential Marketing on Purchase Decisions at Patbingsoo Korean Restaurant Medan. https://repositori.uma.ac.id/handle/123456789/21984
Arwani, A., Alfalisyando, J. A., Astuti, H., & Utami Arofah, R. (2025). The Effect of Service Quality, Social Media Marketing, Store Atmosphere, and Testimonials on Purchase Decisions. 2088–7485. https://journal.stiem.ac.id/index.php/jureq
Chasanah, R. N., Muzammil, O. M., & Rowena, J. (2018). The effect of experiential marketing on the purchasing decisions of millennial consumers on e-commerce platforms. National Conference of Creative Industry. https://doi.org/10.30813/NCCI.V0I0.1276
Dana Rupiah. (2024). The Rise of Coffee Shop Businesses in Indonesia. Danarupiah.id. https://danarupiah.id/maraknya-bisnis-kopi-di-indonesia-2/
Dewi, W. W. A. (2022). Consumer Behavior Theory. UB Press.
Fera, F., & Manajemen, C. P. (2021). The effect of promotion, product quality, price, and brand image on purchasing decisions of Sampoerna A Mild cigarette products in Rungkut Surabaya. Ebis: Jurnal. https://ebis-jurnal.unsuri.ac.id/index.php/ebis/article/view/55
Giovani, R. R., & Purwanto, S. (2022). The effect of social media marketing and brand awareness on purchasing decisions at Pitstop Cafe Gresik. Revitalisasi: Jurnal Ilmu Manajemen, 11(1), 10–17. https://doi.org/10.32503/REVITALISASI.V11I1.2410
Harahap, A. N. (2024). The Effect of Brand Image and Viral Marketing on Purchase Decisions at Kopi Orang Dalam Coffee Shop. https://repositori.uma.ac.id/handle/123456789/27421
Harahap, S. N. (2024). The Effect of Experiential Marketing and Marketing Mix on Consumer Purchase Intention: A Case Study at Sahabat Kopi Cafe, Gunung Tua.
Heliani, H., Harahap, D. A., & Mahani, S. A. E. (2022). The Effect of Product Quality, Brand Image, and Brand Trust on Purchase Decisions at Work Coffee Shop in Bandung.
Hermawan, A., Hidayah, N., & Utami, S. (2023). The effect of product quality, green marketing, and experiential marketing on purchasing decisions: An empirical study of Kopi Lawoek Temanggung consumers. Borobudur Management Review, 3(1), 46–61. https://doi.org/10.31603/BMAR.V3I1.8799
Idkha, N. R. L., Sari, Y. P., & Hasan, I. (2025). The effect of social media marketing, brand awareness, and promotion intensity on purchasing decisions at Sudut Temu Cafe. Musytari: Jurnal Manajemen, Akuntansi, dan Ekonomi, 24(8), 21–30. https://doi.org/10.2324/63AY1G78
Imam, A., & Pratomo, A. W. (2020). The effect of store atmosphere and experiential marketing on purchasing decisions at Kopi Daong Pancawati. Jurnal Ilmiah Manajemen Kesatuan, 8(2), 65–78. https://doi.org/10.37641/JIMKES.V8I2.328
Indriyanto, Y. I., & Hutauruk, B. M. (2023). The effect of brand image, lifestyle, and price on purchasing decisions of Janji Jiwa coffee in Central Cikarang. Jurnal Ilmiah Wahana Pendidikan, 9(18), 793–805. https://doi.org/10.5281/ZENODO.8330106
Meinawati, K., Hanjaya, B. S., Budihardjo, S. B., & Hellyani, C. A. (2023). The effect of social media marketing on consumer purchasing decisions in MSMEs. Jurnal Riset Manajemen dan Ekonomi (JRIME), 1(3), 92–101. https://doi.org/10.54066/jrime-itb.v1i3.271
Meutia, R. F., Fiqih, T., & Hasibuan, H. (2022). The effect of consumer perception and brand image on purchasing decisions at Killiney Coffee Shop among young people in Medan. Journal of Management, Economic and Accounting (JMEA), 1(1), 17–23.
Miati, I. (2020). The effect of brand image on purchasing decisions of Deenay hijabs: A study of consumers at Gea Fashion Banjar. Abiwara: Jurnal Vokasi Administrasi Bisnis, 1(2), 71–83.
Munawaroh, M., Gusteti, Y., & Resty, F. (2021). The effect of celebrity endorsers, brand image, and price on purchasing decisions of Wardah cosmetics: A case study of female students at Undhari Dormitory. Jurnal Ilmiah Manajemen Ubhara, 3(2), 170.
Nugroho, R. W., Triyani, D., & N. S. S., L. P. (2020). The effect of product quality, perceived price, and location on consumer purchasing decisions at Riilfians Cafe and Bistro Pati. Solusi, 18(2). https://doi.org/10.26623/SLSI.V18I2.2303
Nurcahyo, B. (2025). Experiential Marketing and Customer Satisfaction in the Digital Era. 1–64.
Prastiwi, A., & Utomo, S. B. (2024). The effect of social media marketing and content marketing on purchasing decisions of Herocyn products. Jurnal Ilmu dan Riset Manajemen (JIRM).
Primadasari, A., & Sudarwanto, T. (2021). The effect of brand awareness, brand image, and product quality on purchasing decisions. Forum Ekonomi: Jurnal Ekonomi, Manajemen dan Akuntansi, 23(3), 413–420. https://doi.org/10.30872/JFOR.V23I3.9743
Purnama, N. D. W., & Ridwan, M. S. (2025). The effect of experiential marketing, servicescape, and price on purchasing decisions among Bento Kopi Lontar Surabaya consumers. Musytari: Jurnal Manajemen, Akuntansi, dan Ekonomi.
Putri, R. A. (2022). The impact of product quality and brand image on purchasing decisions mediated by perceived value among coffee shop consumers in Medan. Jurnal Ilmiah Mahasiswa Ekonomi dan Bisnis (JIMEIS), 2(1), 1–15.
Resty, F., & Gusteti, Y. (2022). Analysis of the effect of experiential marketing and customer satisfaction on customer loyalty at G Coffee Koto Baru. Manajemen Dewantara, 6(3), 351–362.
Salsabilla, A. V., Hadi, S. P., & Ainuddin, I. (2025). The effect of brand image and social media marketing on purchasing decisions among Hero Coffee Semarang customers. Jurnal Ilmu Administrasi Bisnis, 14(4), 1336–1345. https://doi.org/10.14710/JIAB.2025.47362
Sanjaya, F. A., Ambarwati, R., Lesmanawati, D., & Al-Banjari, A. M. (2022). The effect of social media marketing and brand image on purchasing decisions mediated by electronic word of mouth. Jurnal Riset Inspirasi Manajemen dan Kewirausahaan, 6(2), 82–89. https://doi.org/10.35130/JRIMK.V6I2.354
Satriyo, B., Indriana, Y., & Ridlo, M. (2021). The effect of social media marketing, e-service quality, and content reviews on purchase intention among organic product MSMEs. Jurnal Ilmu Manajemen, 9.
Sembiring, J. (2022). The Effect of Social Media Marketing and Store Atmosphere on Purchasing Decisions at Coffee Dante 2 Medan.
Setiawan, A., Handoko, Y., & Pradiani, T. (2025). The effect of brand image, lifestyle, word of mouth, and digital marketing on coffee purchasing decisions at Magia Coffee in South Jakarta. Jurnal Ilmiah Riset Aplikasi Manajemen, 3(2). https://doi.org/10.32815/JIRAM.V3I2.99
Setiowati, E. P., Surveyandini, M., & Pahlevi, A. (2024). The effect of brand image, store atmosphere, lifestyle, and social media marketing on purchasing decisions at Janji Jiwa Coffee Rita Supermall Purwokerto. Prosiding SENADIKA: Seminar Nasional Akademik, 1(1), 580–589.
Sugiyono. (2020). Quantitative, Qualitative, and R&D Research Methods.
Wahyunita. (2023). Coffee Shop and Leisure Time: Exploring Lifestyle Trends Among Millennials in Parepare City.
Waworuntu, A. Y., & Hasan, A. (2021). Improving brand image, price, and promotion through consumer purchasing decisions. Jurnal Manajemen Bisnis, 8(2), 245–254. https://doi.org/10.33096/JMB.V8I2.92
Yunika, N. L., Suardhika, I. N., & Atmaja, N. P. C. D. (2025). The effect of store atmosphere, product variety, and social media marketing on purchasing decisions at Kopi Pangeran Ubud. EMAS, 6(5), 1008–1019. https://doi.org/10.36733/EMAS.V6I5.6623
Zuhad, Yoestini, & Muhammad, D. (2023). The Effect of Social Media Marketing and Brand Image on Purchasing Decisions with Purchase Intention as an Intervening Variable: A Study of Tokopedia Customers in Semarang.
Published
2026-09-12
How to Cite
Putri, Y., Dini Elida Putri, & Fenisi Resty. (2026). The Influence of Social Media Marketing, Perceived Brand Image, and Experiential Marketing on Purchasing Decisions at Umah Kopi Muara Bungo. International Journal of Economics, Business and Innovation Research, 5(05), 3902-3920. https://doi.org/10.63922/ijebir.v5i05.6442
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