Pengaruh Media Sosial, Electronic Word Of Mouth, dan Daya Tarik Visual Produk terhadap Keputusan Pembelian pada Cafe Ruang Teduh Bireuen

Abstract

This study aims to analyze the influence of Social Media Marketing, Electronic Word of Mouth, and Product Visual Appeal on purchasing decisions at Cafe Ruang Teduh in Bireuen Regency. Using an explanatory-causal quantitative approach, data were collected through Likert-scale questionnaires distributed to 80 active consumers. The data were analyzed using multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results show that Social Media Marketing has a positive and significant effect on purchasing decisions (t = 2.463; p = 0.016). Electronic Word of Mouth also has a positive and significant effect (t = 3.692; p = 0.000). Product Visual Appeal demonstrates the strongest positive and significant effect among the three variables (t = 5.550; p = 0.000). Simultaneously, all three independent variables significantly influence purchasing decisions (F = 119.781; p = 0.000). The coefficient of determination (R² = 0.819) indicates that these variables explain 81.9% of the variation in purchasing decisions, while the remaining 18.1% is attributable to other factors outside the study. These findings highlight the importance of effective social media marketing, positive electronic word-of-mouth communication, and attractive product presentation in encouraging consumer purchasing decisions. The study provides practical insights for Cafe Ruang Teduh in developing promotional strategies, strengthening its online reputation, and improving visual presentation to support sustainable consumer purchasing interest.