Analysis Of The Influence Of Digital Marketing And Social Media Marketing On Purchase Decisions In The Bien Coffee Shop Business In Metro

Abstract

The development of digital technology encourages business actors to optimize digital-based marketing strategies to increase competitiveness, including in the Coffee Shop business which is increasingly in demand by the younger generation. This study aims to analyze the influence of Digital Marketing and Social Media Marketing on consumer purchase decisions at BIEN Coffee Shops in Metro City. This study uses a quantitative approach with a survey method, through the distribution of questionnaires to 100 respondents who are consumers of BIEN Coffee Shop.  The datas analysed  using  SPSS. The results of this study shows that digital marketing and social media markieting have a fairly positive effect on consumer purchase decisions. Between these two variables, Social Media Marketing has a more dominant influence. This shows that promotional activities on social media are able to shape perceptions, attract interest, and encourage purchasing decisions effectively. The conclusion of this study confirms that the implementation  of the right Digital Marketing and Social Media Marketing  strategies can improve purchasing decisions and strengthen the competitive position of BIEN Coffee Shop in the midst of fierce market competition.