Digitalization of Coffee Shops in Rengasdengklok Area, Karawang: The Influence of Digital Marketing and Word of Mouth on Consumer Purchase Intention

Abstract

Purpose – This study aims to examine the influence of digital marketing, specifically social media marketing, and word of mouth (WOM) on consumer purchase intention in coffee shops located in the Rengasdengklok area, Karawang. The research seeks to identify which of these two factors exerts a stronger impact on consumer behavior in a semi-urban context.

Design/methodology/approach – The research adopts a quantitative, explanatory design using a structured questionnaire distributed to coffee shop consumers in Rengasdengklok. Data were collected from 140 respondents, exceeding the minimum sample size calculated based on five times the number of indicators used in the study. Multiple linear regression analysis was employed to test the relationships among variables.

Findings – The results reveal that both social media marketing and WOM have significant and positive effects on purchase intention. Social media marketing demonstrates a stronger influence, with a standardized coefficient (Beta) of 0.775, compared to WOM (Beta = 0.550). The overall model explains 60.4% of the variance in consumer purchase intention, highlighting the crucial role of digital engagement and peer recommendations in shaping consumer decisions.

Research limitations/implications – This study is limited to coffee shops in a specific semi-urban area and may not fully capture consumer behavior in larger urban centers or rural regions. Future research could explore other demographic segments, additional digital marketing channels, or longitudinal effects over time.

Practical implications – The findings provide actionable insights for coffee shop owners and marketers in Rengasdengklok, emphasizing the need to prioritize engaging and interactive social media strategies while simultaneously fostering positive WOM to enhance consumer purchase intentions and sustain competitive advantage.

Originality/value – This research contributes to the literature by addressing the gap in empirical studies focusing on the combined influence of social media marketing and WOM on purchase intention within the context of coffee shops in semi-urban areas of Indonesia. It offers both theoretical and practical value for businesses operating in emerging markets.