The Effect of Social Media Promotion and E-WoM on Guest Decision in Cafe around Recidential Area of Makassar City, Indonesia

Abstract

Cafe is one of the businesses that is growing rapidly nowadays because it is supported by the high interest of visitors and lead the manager needs to prepare various forms of services that will spoil the visitors. Factors that influence the decision of guests to visit the cafe are social media promotions and E-WOM. However, are these two factors a determinant for visitors at Cafes around middle-class residential areas such as in Bumi Tamalanrea Permai, Makassar City? This study aims to investigate the effect of social media promotion and electronic word of mouth on visitor decision in enjoying the cafe services. A number of 150 respondents will be surveid based on the convenience sampling technic to collect data for analyzing the causal relationship amongs variables by using multiple linear regression analysis through SPSS version 25 software. The results of this study indicate that social media promotion and E-WOM have a significant and positive effect on visitor decisions at several cafes. For further research should be considered to provide relevant sampling techniques in data collection to lead a proportional selected sample to the characteristics of the population.