The Influence of Product Quality, Social Media, Product Innovation, and Consumer Trust on Purchase Decision
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Abstract
The rapid growth of the coffee shop industry has intensified market competition, requiring a more comprehensive understanding of the determinants of consumers’ purchase decisions. Although previous studies have examined product quality, social media marketing, product innovation, and consumer trust independently, limited empirical research has integrated these variables within a single analytical model to identify their relative influence and dominant effect in the context of lifestyle-based cafés. This study addresses this gap by simultaneously analyzing the effects of product quality, social media, product innovation, and consumer trust on purchase decisions at Cafe Dom Social Hub. A quantitative survey method was employed, involving 110 customers selected using the Hair et al. sampling formula. Data were collected through structured questionnaires and analyzed using SPSS, including validity and reliability testing, classical assumption tests, multiple linear regression analysis, coefficient of determination analysis, and hypothesis testing through t-tests and F-tests. The results indicate that product quality, social media, product innovation, and consumer trust each have a positive and significant effect on purchase decisions. Consumer trust demonstrates the most dominant influence among the predictors. Simultaneously, the four independent variables collectively explain a substantial proportion of variance in purchase decisions (Adjusted R² = 0.569), indicating that 56.9% of the variability in consumer purchase decisions is accounted for by the proposed model. The findings confirm that consumer purchasing behavior in competitive coffee shop markets is shaped by an integrated interaction of product excellence, digital engagement, innovation capability, and relational trust. This study provides theoretical contributions by offering an integrated empirical model and practical implications for managers in designing effective and sustainable marketing strategies.
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