The Relationship Between Social Media and Purchase Intention Towards Coffee Shops in Cabanglasan, Bukidnon

This study investigated the correlation between use of social media and purchase intentions of consumers to coffee shops in Cabanglasan, Bukidnon using quantitative correlational research design anchored on the Theory of Planned Behavior. More narrowly, it focused on the effects of two social media tactics (productpost and customer-post) as these affect consumer decision making. Participants For the data gathering, BSBA students of Bukidnon State University–Cabanglasan Campus who were frequent avails on using social media and potential costumers of a coffee shop. An internally developed 23-item questionnaire was used for assessing internal consistency (Cronbach’s alpha=0.84). Findings: According to the results, product-orientated posts were perceived as very appealing with high levels of interest and purchase intention, while customer-oriented posts were moderately appealing and focused on trust and credibility. It was indicated that there is a high positive significant relationship between the use of social networking on predicting purchase intentions using by the buyer people. These results provide support for the impact of visual product content as well as interactive customer engagement on consumer attitudes and purchase intentions. This study highlights the significance of social media in adding value to customer engagement, trust and loyalty for these small rural coffee businesses. Practical implications: It is suggested that on the local level, entrepreneurs could complement their digitally enabled and mediated marketing efforts with creative content generation and engagement to achieve visibility, loyalty of cosumership and economy-based community development.