The Effect of Social Media Promotion and Word of Mouth on Purchase Decisions at Humaloka Coffee in Bandung City

Escalate Economics and Business Journal 2026 Open access

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Authors: Reza Ferdiansyah, Putut Raka Santoso
DOI: 10.61536/escalate.v4i01.436
Cited by: 0

Abstract

Bandung's coffee shop boom heightens MSME competition like Humaloka Coffee, depending on social media promotion and word-of-mouth in digital trends. This study analyzes their effects on purchase decisions via quantitative descriptive-verification survey of 96 non-probability samples from December 2025 visitors, using online questionnaires, observation, interviews, multiple linear regression, classical tests, and SPSS. Results reveal "good" ratings (X1=73.83%, X2=78.71%), equation Y=9.331+0.410X1+0.364X2, partial sig.

Fields of Study & Subjects

Consumer Behavior and Marketing Influence Digital Marketing and Social Media SMEs Development and Digital Marketing

Publication details

Journal / source
Escalate Economics and Business Journal
Volume
4
Issue
01
Pages
55–66
Publication date
12 February 2026
Language
EN