Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH SOCIAL MEDIA MARKETING DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI BUBUK ANANDA DI KOTA LUBUKLINGGAU

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  • Ryanti,
  • Dheo Rimbano,
  • Ade Famalika,
  • Wisdalia Maya Sari
Ryanti
Universitas Bina Insan Lubuklinggau
Dheo Rimbano
Universitas Bina Insan Lubuklinggau
Ade Famalika
Universitas Bina Insan Lubuklinggau
Wisdalia Maya Sari
Universitas Bina Insan Lubuklinggau
DOI: https://doi.org/10.2238/easqjf24

Published 2026-07-06

Keywords

  • Social Media Marketing,
  • Product Innovation,
  • Purchasing Decisions

How to Cite

PENGARUH SOCIAL MEDIA MARKETING DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI BUBUK ANANDA DI KOTA LUBUKLINGGAU. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/easqjf24

Abstract

This study aims to determine and analyze the influence of Social Media Marketing and Product Innovation on Purchasing Decisions of Ananda Ground Coffee in Lubuklinggau City. The research method used is a quantitative method with a sample of 97 respondents obtained through questionnaires. Data analysis techniques used include multiple linear regression analysis, t-test, F-test, and coefficient of determination (R²) with the help of the IBM SPSS Statistics application. The results of the study indicate that Social Media Marketing has a positive and significant effect on Purchasing Decisions with a calculated t value of 3.590 and a significance value <0.001. Product Innovation also has a positive and significant effect on Purchasing Decisions with a calculated t value of 8.333 and a significance value <0.001. Simultaneously, Social Media Marketing and Product Innovation have a positive and significant effect on Purchasing Decisions with a calculated F value of 160.951 and a significance value <0.001. The coefficient of determination (R²) value of 0.774 indicates that the Social Media Marketing and Product Innovation variables are able to explain the variation in Purchasing Decisions by 77.4%, while the remaining 22.6% is influenced by other factors not examined in this study. In addition, based on the Standardized Coefficients Beta value, the Product Innovation variable is the most dominant variable influencing Purchasing Decisions compared to Social Media Marketing. Thus, it can be concluded that Social Media Marketing and Product Innovation have a positive and significant influence on Purchasing Decisions for Ananda Ground Coffee in Lubuklinggau City.
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