The Impact of Digital Marketing on the Purchase Decision of Coffe Kopi Kenangan Using Purchase Intention as a Mediation Variable

Abstract

This study is driven by the increasing competition among coffee shops, which pushes them to adopt more creative and innovative strategies. Many coffee shops have utilized social media marketing to simplify the delivery of product information, offer competitive pricing, and expand their market reach. Information shared through social media must be well crafted and appealing, as it can enhance customer purchase intentions and brand image, both of which are critical to a coffee shop’s success in a highly competitive environment. Kopi Kenangan stands out as a pioneering coffee shop that collaborates to create unique advantages. Meanwhile, Kooka Coffee leverages Instagram to disseminate various marketing messages aimed at increasing consumer interest and ultimately influencing purchasing decisions. The objective of this research is to identify the most influential factors affecting social media marketing and purchasing decisions among Kopi Kenangan consumers. Additionally, it examines the impact of Instagram-based social media marketing on customer intentions and purchasing decisions, as well as how purchase intentions mediate the relationship between social media marketing and purchasing decisions among Kopi Kenangan Samarinda customers. The study involved 213 respondents selected through purposive sampling. Path analysis was used to assess both the direct and indirect effects of social media marketing on purchasing decisions, with purchase intention serving as a mediator. The findings reveal that social media marketing positively and significantly influences purchase intention, while it has a positive but insignificant effect on purchasing decisions. However, purchase intention positively and significantly impacts purchasing decisions and mediates the effect of social media marketing on these decisions.