A Comprehensive Study of How Content Marketing, Brand Awareness and Social Media Shape Student Decisions: Evidence from Kafein Coffee Roastery
DOI:
https://doi.org/10.31150/ajebm.v8i2.3305Keywords:
Content Marketing, Brand Awareness, Social Media Marketing, Purchase Decision, Digital MarketingAbstract
This study examines the influence of content marketing, brand awareness, and social media marketing on students' purchase decisions at Kafein Coffee Roastery. The digital marketing landscape continues to evolve, shaping consumer behavior and driving businesses to adopt innovative engagement strategies. Using a quantitative research approach, this study collected data from 153 students through structured questionnaires and analyzed the results using multiple linear regression. Findings reveal that content marketing significantly influences purchase decisions, as informative and visually appealing content fosters consumer trust and interest. Social media marketing also plays a critical role, leveraging interactive promotions and user engagement to enhance brand-consumer relationships. Surprisingly, brand awareness does not significantly impact purchase decisions, suggesting that recognition alone is insufficient without strong experiential and emotional connections. These results highlight the need for coffee shops to implement integrated digital marketing strategies that prioritize engaging content and dynamic social media interactions. By optimizing these elements, businesses can drive student engagement and strengthen their competitive positioning. Future research should explore additional influencing factors, such as customer experience and word-of-mouth, to provide a more comprehensive understanding of student consumer behavior in the coffee shop industry.
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