Pengaruh Social Media Marketing dan Brand Equity terhadap Keputusan Pembelian pada Cincai Cafe di Kota Batam
DOI:
https://doi.org/10.55606/jurrie.v5i1.8267Keywords:
Social Media Marketing, Brand equity, Purchasing decisionsAbstract
This study aims to examine the influence of Social Media Marketing and Brand Equity on consumers’ purchasing decisions at Cincai Cafe, Batam City. The research employs a quantitative approach with a sample of 100 respondents selected using probability sampling. Data were collected through questionnaires and analyzed using SPSS with multiple linear regression to determine both partial and simultaneous effects of the variables. The results indicate that Social Media Marketing has a positive and significant effect on purchasing decisions, Brand Equity also has a positive and significant effect, and both variables simultaneously exert a positive and significant influence on consumers’ purchasing decisions. These findings suggest that strengthening digital marketing strategies through social media and enhancing brand equity are key factors in encouraging consumer purchasing decisions at Cincai Cafe.
Downloads
References
(n.d.). “Optimizing Brand awareness and purchase intent in travel Agent : Communication strategy through social media marketing” pada journal of marketing innovation (I)
(2024), Halaman 42-55 Vol. 4 Issue 1. Variabel yang digunakan Communication
Strategy, Social .
Agustinus Dedy Handrimurthjahjo, v. C. (2025). Jurnal Ilmiah Manajemen Vol 15 NO.1.
“How Do Social Media Marketing and brand Equity drive consumer purchasing
decisions in the food industry?” , 38-57.
Anggraini, R. (2021). Pengaruh kreativitas iklan terhadap sikap merek serta dampaknya pada
proses keputusan pembelian jasa gojek .
Arifin Muhammad Ilyas, N. I.-A. (2024). Jurnal of digital marketing and halal indistry Vol.6.
Gen-Zs Decision-making : mpact of attitudes, knowledge, and Social Media on Halal
tourism choices, 83-100.
Eva sundari Awliya afwa, D. P. (2025). Jurnal Riset Bisnis dan Manajemen Vol.18. “The
Impact Of Digital Marketing On Marketing Outcomes Of Smes The Mediating Role
Of Innovative Product Development” .
Farid Setiawan Mandala Putra< Syamsul Bachri, D. M. (2025). Jurnal Manajemen Bisnis Vol
16 No.01 . Digital marketing and sustainable marketing to create compepetitive
advantage insmes : The moderating effect of Value Co-Creation, 249-280.
Gunawan Wiradharmaa, I. T. (n.d.). Jurnal Manajemen dan pemasaran jasa Vol 18 No 1.
Implementation of digital marketing in open and distance learning universities in
indonesia.
Hendro lisa< Sitie Chairhany, M. N.-A. (2020). Jurnal Of Digital Marketing and Halal
Indistry Vol.6 . Analisis Brand Equity terhadap keputusan pembelian (Studi kasus
Coffe Toffee Surabaya, 2-18.JUDUL ARTIKEL
Isman, R. G. (2020). Jurnal studi manajemen dan bisnis . Pengaruh Social Media marketing,
ekuitas merek dan citra destinasi terhadap minatk berkunjung ke tempat wisata , 30-
36.
Kurniato, T. S. (2023). Jurnal pendidikan dan bisnis . Social Media Marketing and Its
Influence on brand equit : the mediating role of wor of mouth and E-word of mouth,
01-11.
Nanda Ayoe, R. D. (2024). Jurnal dinamika Manajemen. The Role of shopping engagement
and customer experience on intention to buy based tevhnology acceptance model in
Gen Z.
99.+jurnal+skripsi-futry+ayu+gayatri. (n.d.).
Abashidze, I. (2023). Social Media Advertising for Achieving Long-term Marketing Objectives.
European Scientific Journal, ESJ, 19(39), 153.
Https://doi.org/10.19044/esj.2023.v19n39p153
ananda putri, s., bagus purmono, b., afifah, n., & setiawan, h. (n.d.). the power of influence: how
celebrity endorsement and online reviews shape gen z’s purchase intention in beauty
products. business and accounting research (ijebar) peer reviewed-international journal, 8.
https://jurnal.stie-aas.ac.id/index.php/ijebar
Bingkai Ekonomi, J., Dwi Nurdiyanto, A., Lutfiani, E., & Toha, M. (n.d.). Pengaruh Kualitas
Produk, Kualitas Pelayanan, Dan Suasana Kafe Terhadap Kepuasan Pelanggan di Arus
Balik Coffee And Space Kota Semarang. Https://doi.org/10.54066/jbe.v10i2.635
Dhewi, T. S., & Kurnianto, M. (2023). Social Media Marketing and Its Influence on Brand Equity:
The Mediating Role of Word of Mouth and E-Word of Mouth. Jurnal Pendidikan Ekonomi
Dan Bisnis (JPEB), 11(01), 1–11. Https://doi.org/10.21009/jpeb.011.1.1
Gustia, A., & Oktavian Syah, D. (2022). The Effect of E-wallet and Sales Promotion on
Purchasing Decisions. In Best Journal of Administration and Management (BEJAM) (Vol. 1,
Issue 1).
Handrimurtjahjo, A. D., Verencia, C., & Salwa, S. (2025). How Do Social Media Marketing and
Brand Equity Drive Consumer Purchasing Decisions in the food industry? mix: jurnal ilmiah
manajemen, 15(1), 38. Https://doi.org/10.22441/jurnal_mix.2025.v15i1.004
Inas Nabila, N., Sari, A., Suningsih3, S., & Bursan, R. (n.d.). Persepsi Konsumen Terhadap
Aktivitas Social Media Marketing Di E-Commerce Industry. Jurnal Pemasaran Kompetitif,
06(2), 2023. Https://doi.org/10.32493/jpkpk.v6i2.24772
Karunia, P., Dewi Rahmawati Cahyaningrum, & Erna Apriani. (2025). Digital Marketing’s Big
Potential on Tiktok Platform: Users, Audiences, And Social Media Competitions. JMET:
Journal of Management Entrepreneurship and Tourism, 3(2), 211–221.
Https://doi.org/10.61277/jmet.v3i2.175
Nasa Nurul Ubay. (2023). Pengaruh Pemasaran Digital, Citra Merek, dan Gaya Hidup Terhadap
Keputusan Pembelian dalam Memilih Coffee Shop di Yogyakarta. Sammajiva: Jurnal
Penelitian Bisnis Dan Manajemen, 1(4), 343–353.
Https://doi.org/10.47861/sammajiva.v1i4.576
pandiangan, k., dwi atmogo, y., & author, c. (2021). faktor-faktor yang mempengaruhi brand
equity: brand trust, brand image, perceived quality, & brand loyalty. 2(4).
https://doi.org/10.31933/jimt.v2i4
prasad, d., & vv, k. (n.d.). factors affecting consumer purchase decision: model testing and
validation w.r.t. hand sanitizers’ consumer behaviour. in 2023 1 academy of marketing
studies journal (Vol. 27, Issue 4).JUDUL ARTIKEL
Prasloranti, Z. P., Institut, H., & Bandung, T. (2023). Cafe Marketing Strategy in Indonesia to Increase Brand Awareness. Https://doi.org/10.17509/jbme.v9i3
Putri Chindy Narawati, & Adryan Rachman. (2024). Pengaruh Influncer, Hedonic Shopping Motive, Dan Impulse Buying Terhadap Keputusan Pembelian Pada Pengguna Tiktok Shop Di Jabodetabek. MASMAN : Master Manajemen, 2(1), 119–132. Https://doi.org/10.59603/masman.v2i1.292
Ramadhan, T. A., Yusuf, F., Nugraha, P., Cahyati, F. N., Luwinda, S., Rahmayanti, E. D., & Rahadhini, D. (2023). Pengaruh Brand Equity Terhadap Keputusan Pembelian Iphone Pada Mahasiswa Solo. 16(1), 229–237. Https://doi.org/10.51903/e-bisnis.v16i1
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Cantika Berliana Putri, Muhammad Haldy
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
