The Effect of Social Media Content Marketing on Purchase Decisions at Kekal Coffee

Abstract

Within the rapidly shifting digital paradigm, social media has emerged as a cornerstone for small-scale hospitality ventures, serving as a critical bridge between strategic product promotion and genuine consumer interest. This research investigates the causal nexus between social media content marketing and purchase decisions specifically at Kekal Coffee in Bekasi, an area characterized by a burgeoning coffee culture. Adopting a dual descriptive-verificative quantitative design, the study utilized purposive sampling techniques to engage with consumers and employed Likert-scale metrics for comprehensive data acquisition. Rigorous statistical evaluations, encompassing regression modeling and diagnostic tests for normality and linearity, demonstrated that content marketing accounts for a vast majority of the variance in consumer behavior. The findings identify 'persuasion knowledge' and 'payment modalities' as the most influential dimensions, exhibiting an exceptionally strong, statistically significant, and positive predictive relationship. Consequently, the study concludes that for local MSMEs like Kekal Coffee, the strategic optimization of authentic, transparent digital content is a vital prerequisite for catalyzing purchasing decisions. Furthermore, these results suggest that maintaining consistent engagement and facilitating seamless transactional processes are essential strategies for ensuring commercial sustainability in an increasingly competitive market.