The Influence of Price and Social Media Advertising on Purchasing Decisions at Tomoro Coffee Antasari

https://doi.org/10.36441/jamr.v5i2.3444

Authors

  • Alexander Haryanto Managementof Economics and Business, Universitas Bandar Lampung, Indonesia
  • Vonny Tiara Narundana Managementof Economics and Business, Universitas Bandar Lampung, Indonesia
  • Farida Efriyanti Managementof Economics and Business, Universitas Bandar Lampung, Indonesia

Keywords:

Price, Purchasing Decision, Social media advertising, Coffee shop industry, Tomoro coffee

Abstract

This study aimed to evaluate the extent to which pricing policy and social media advertising effectiveness influence purchasing decisions at Tomoro Coffee Antasari, addressing the intense competition in Bandar Lampung's coffee shop industry. Adopting a descriptive quantitative method, data were collected from 100 respondents via purposive sampling and analyzed using multiple linear regression. The findings demonstrate that both price and social media advertising have a positive and significant impact on purchasing decisions. Price emerged as the most dominant factor. Simultaneously, these variables explain 65.5% of the variation in consumer choice. The managerial implications suggest that management should maintain a competitive pricing structure while enhancing the quality of local promotional content to further boost sales volume and market presence.

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Published

2025-12-21

Issue

Vol. 5 No. 2 (2025)

Section

Articles
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