Muhammad Richie Azman, Tri Nugraha Basri Putra, Rakhmawati Purba, Victor Victor

Pengaruh Media Sosial Instagram, Lokasi Dan Persepsi Harga Terhadap Keputusan Pembelian Pada Kawan Kofie Tebing Tinggi

Introduction

Pengaruh media sosial instagram, lokasi dan persepsi harga terhadap keputusan pembelian pada kawan kofie tebing tinggi. Temukan pengaruh Instagram, lokasi & persepsi harga pada keputusan pembelian di Kawan Kofie Tebing Tinggi. Instagram & harga dominan, lokasi tidak. Penelitian kuantitatif.

Abstract

This study aims to determine the Influence of Instagram Social Media, Location and Price Perception on Purchasing Decisions at Kawan Kofie in Tebing Tinggi City. The research method used is a quantitative method using the help of the SPSS version 25.00 program. The nature of the research used is replication. The sample of this study was 96 respondents, namely Kawan Kofie consumers in Tebing Tinggi City. The data collection method used was a questionnaire and literature study. The analysis method used in this study was using multiple linear regression analysis. The results of this study are Instagram social media influences purchasing decisions at Kawan Kofie, Location does not influence purchasing decisions at Kawan Kofie, Price perception influences purchasing decisions at Kawan Kofie and Instagram social media, location and price perception simultaneously influence purchasing decisions at Kawan Kofie.

Review

This study investigates the influence of Instagram social media, location, and price perception on purchasing decisions at Kawan Kofie in Tebing Tinggi City, a timely and relevant topic given the increasing role of digital platforms in consumer behavior. The research employs a quantitative approach, utilizing a survey among 96 Kawan Kofie consumers and analyzing the data through multiple linear regression. The clear objective and direct exploration of these factors provide a focused insight into consumer motivations within the local coffee shop industry, offering valuable perspectives for small businesses navigating the digital landscape. Methodologically, the study relies on a questionnaire for data collection and SPSS for statistical analysis, which are standard practices for this type of quantitative research. The findings indicate that both Instagram social media and price perception significantly influence purchasing decisions, highlighting their importance to Kawan Kofie's consumer base. Interestingly, location was found not to have a significant influence, suggesting that online presence and pricing strategies might outweigh physical proximity or accessibility for this particular establishment. Furthermore, the combined effect of all three variables simultaneously influences purchasing decisions, providing a holistic view of their joint impact. While the study provides clear and actionable insights for Kawan Kofie, its scope, being confined to a single coffee shop in a specific city, inherently limits the generalizability of the findings to broader contexts. The abstract mentions the research "nature" as replication, but without further context, it is unclear what specific study or methodology is being replicated, which could be an area for clarification in the full paper. Future research could expand on these findings by exploring different types of coffee shops, incorporating a wider geographical scope, or investigating mediating factors that explain *why* location might not be significant (e.g., strong delivery service, unique niche). Deeper qualitative insights into consumer perceptions could also enrich understanding beyond the statistical relationships identified here.

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