FAKTOR DOMINAN PENENTU MINAT BELI KONSUMEN TERHADAP MINUMAN KOPI OLAHAN COFFEE SHOP FORTHIS HOUSE DI SAMARINDA

Abstract

Competition among coffee franchises forces coffee shop owners to implement a series of innovations to attract potential customers and retain existing customers in the long term. This requires a robust marketing strategy. Measuring consumer purchase intention can be done through statistical tests of several variables, including social media marketing, price, and brand image. The purpose of this study was to determine the partial and simultaneous influence of social media marketing, price, and brand image on purchase intention at the Forthis House coffee shop in Samarinda. The study used 82 randomly selected respondents using Axidential Sampling. The analytical tools used were correlation and multiple linear regression. Hypothesis testing used t-tests and F-tests at a 10% confidence level.The results indicated that social media marketing, price, and brand image simultaneously significantly influence purchase intention at Forthis House coffee shop. Furthermore, social media marketing and brand image partially significantly influence purchase intention at Forthis House coffee shop, with social media marketing as the dominant factor.