Increasing Purchasing Decision Goals at Ketapang Roast Coffee Through Social Media Interaction

Intan Cahya Wulandari; Parlagutan Silitonga

doi:10.55927/marcopolo.v1i4.4381

Authors

Intan Cahya Wulandari Prodi Manajemen, Universitas Asa Indonesia, Jakarta Timur
Parlagutan Silitonga Prodi Manajemen, Universitas Asa Indonesia, Jakarta Timur

DOI:

https://doi.org/10.55927/marcopolo.v1i4.4381

Keywords:

Price Perception, Location, Social Media Interaction, Purchase Decision

Abstract

The aim of this study is to determine how price perception and location effects purchase decision and social media interaction. A survey that was delivered to Roast Coffee Ketapang customers using a purposive sample strategy was the research method customer 160 persons were the samples that were taken. The Structural Equation Model is used in the data analysis technique with the use of smart pls 3 software. The findings demonstrate that price perception and location have a large direct and indirect impact on purchase decision and social media interaction.

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