The Role of Social Media Marketing in Purchasing Decisions at Volks Coffee Surabaya
Keywords:
Volks Coffe, Gen-Z, LifestyleAbstract
The study's goal is to look into how social media influences Volks Coffee Surabaya's purchase habits. The participants in this study are Volks Coffee Surabaya consumers who have conducted transactions there. This is a quantitative descriptive study with a total of 72 respondents. Multiple linear regression analysis was employed as an analytical technique. The study's findings suggest that social media does not play an impact in Volks Coffee Surabaya purchasing decisions. This study found that social media and the Gen-Z lifestyle influence shopping decisions by 47.6%, with an additional 52.4% coming from variables outside of the study.
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