Pengaruh Social Media Marketing, e-WOM, dan Customer Experience terhadap Keputusan Pembelian Produk Print on Your Drink pada Chatime Royal Plaza Surabaya

Fitri Ayu Faddilla; Acep Samsudin

doi:10.29407/jse.v9i2.1598

Authors

Fitri Ayu Faddilla Universitas Pembangunan Nasional Veteran Jawa Timur
Acep Samsudin Universitas Pembangunan Nasional Veteran Jawa Timur

DOI:

https://doi.org/10.29407/jse.v9i2.1598

Keywords:

social media marketing , e-WOM , Customer Experience , Purchase Decision , Chatime

Abstract

This study aims to determine and analyze the influence of social media marketing, electronic word of mouth (e-WOM), and customer experience on purchasing decisions for Print on Your Drink products at Chatime Royal Plaza Surabaya. This study uses a quantitative associative approach. Sampling was conducted using a non-probability sampling method through purposive sampling, with a sample size of 100 respondents, consisting of Surabaya residents aged 13-34 years, active social media users, and having made at least one purchase of Chatime Print on Your Drink products at Royal Plaza Surabaya. From data obtained through questionnaires, and analyzed using SPSS software, the following results were obtained: (1) social media marketing, e-WOM, and customer experience simultaneously have a significant positive influence on purchasing decisions. (2) Partially, social media marketing has a significant positive influence on purchasing decisions. (3) e-WOM has a significant positive influence on purchasing decisions. (4) customer experience has a significant positive influence on purchasing decisions. This research can provide benefits in developing effective marketing strategies through the use of social media marketing, e-WOM, and customer experience to improve purchasing decisions.

Downloads

Download data is not yet available.

References

Angelia, D. (2022). Indonesia Negara Paling Doyan Boba di Asia Tenggara 2022. Diambil kembali dari GoodsStats: https://goodstats.id/article/indonesia-negara-paling-doyan-boba-di-asia-tenggara-2022-bw796

Angelia, D. (2022). Mengenal 7 Minuman Boba Favorit Masyarakat Indonesia 2022. Diambil kembali dari GoodStats: https://goodstats.id/article/mengenal-7-minuman-boba-favorit-masyarakat-indonesia-2022-kTc6E

Atmaja, S., Perwithasari, R., Hadi, H. S., & Rosidawaty. (2024). Pengaruh Cita Rasa Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Gelato (Studi Kasus Pelanggan Ilvero). Jurnal Manajemen dan Bisnis. 13(2) http://dx.doi.org/10.31000/jmb.v13i2.12253.g5590

BPS Kota Surabaya. (2024). Statistik Daerah Kota Surabaya 2024. Diambil kembali dari Badan Pusat Statistik Kota Surabaya: https://surabayakota.bps.go.id/id/publication/2025/08/22/b1949885c07f51b08577ba15/statistik-daerah-kota-surabaya-2025.html

Datareportal. (2025). Global Social Media Statistics. Diambil kembali dari Datareportal: https://datareportal.com/social-media-users

Fitriana, A. I., Febrianto, H. G., & Diana, M. (2021). Analisis Likuiditas dan Solvabilitas Terhadap Efisiensi Kinerja Keuangan pada Perusahaan Food and Beverage di BEI. Prosiding Simposium Nasional Multidisiplin (SinaMu). https://doi.org/10.31000/sinamu.v3i0.6002

Janah, M., Haryanti, I., & Ernawati, S. (2023). Pengaruh Customer Experience Dan Kepuasan Terhadap Keputusan Pembelian Ulang Di Foodbox Kota Bima. Journal of Management and Social Sciences. 2(3). https://doi.org/10.55606/jimas.v2i3.496

Kawan Lama Group. (2022). Chatime. Diambil kembali dari Kawan Lama Group: https://www.kawanlamagroup.com/brand/chatime

Prayoga, Y., & Pohan, M. Y. (2022). Electronic Word of Mouth (eWOM): Menguji Pengaruh Pengalaman Positif, Persepsi kualitas dan Kepercayaan. Studi Kasus: Restoran di Labuhanbatu. J-MAS (Jurnal Manajemen dan Sains). 7(1). http://dx.doi.org/10.33087/jmas.v7i1.393

Selvia, D., & Deliana, Y. (2022). Pengaruh Social Media Marketing melalui Instagram terhadap Keputusan Pembelian Sayur Organik di Warung 1000 Kebun Bandung. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis. http://dx.doi.org/10.25157/ma.v8i2.8044

Sinaga, B. A., & Sulistiono, S. (2020). Pengaruh Electronic Word Of Mouth Dan Promosi Media Sosial Terhadap Minat Beli Pada Produk Fashion Eiger. Jurnal Ilmiah Manajemen Kesatuan, 8(2), 79–94. https://doi.org/10.37641/jimkes.v8i2.329

Tunjungsari, H. K., Nuryakin, R. A., & Ilham, R. (2025). Customer Experience 5.0 : Meningkatkan Loyalitas di Era Digital . Penerbit Takaza Innovatix Labs.

Wiranata, I. A., Agung, A. P., & Prayoga, I. S. (2020). Pengaruh Digital Marketing, Quality Product dan Brand Image terhadap Keputusan Pembelian Roti di Holland Bakery Batubulan. EMAS, 2(3). https://doi.org/10.30388/emas.v2i3.1827

Wulansari, A. M., Agung, M., & Roni, M. (2024). Analisis Social Media Marketing, Integrated Marketing Communication (IMC), dan Brand Image Terhadap Keputusan Pembelian (Studi pada Konsumen Chatime di Kota Bandar Lampung). Jurnal Pemasaran Bisnis. Vol 6, No. 4 . https://journalversa.com/s/index.php/jpb/article/view/4067