Consumer Purchase Decisions at Bare Coffee Surabaya: An Analysis of The Impact of Social Media and Promotion

Abstract

Examining how social media and ads during the Covid 19 epidemic affected consumer buying behavior at Surabaya's "Bare Coffee" is the goal of this study. In this study, regression using the STATA program OLS technique and descriptive quantitative analysis were both applied. The findings demonstrated that social media and advertising during the Covid 19 pandemic had a favorable and significant impact on customers' choices to purchase "Bare Coffee's" products. In addition to price reductions and cost savings, social media and promotions offered clients a number of other definite advantages while making purchases. It has been successful in boosting sales, as well as friends who work there who can recommend other customers to purchase goods from Bare Coffee.