The Influence of TikTok Social media marketing and Service Quality on Purchase Decisions at De.u Coffee Dago

The growth of coffee shop businesses in Indonesia shows a significant trend in line with the lifestyle changes of urban communities, where coffee shops have increasingly become places for socializing, working, or simply relaxing. One widely used strategy is social media marketing, particularly through TikTok, which is currently popular across various demographics. This study aims to examine the influence of TikTok social media marketing and service quality on consumer purchase decisions at De.u Coffee Dago. The research method employed is quantitative, with data collected through questionnaires distributed to 100 respondents. Data analysis was conducted using multiple linear regression tests. The results indicate that TikTok social media marketing has a significant effect on purchase decisions with a significance value of 0.000 (<0.05). Similarly, service quality also has a significant effect on purchase decisions with a significance value of 0.000 (<0.05). Simultaneously, both independent variables contribute 63.9% to purchase decisions, while the remaining 36.1% is influenced by other factors outside this study. These findings highlight the importance of digital marketing strategies through TikTok and the implementation of optimal service quality in enhancing consumer purchase interest. The benefits of this research not only provide academic insights into consumer behavior but also serve as a practical reference for coffee shop businesses in designing effective marketing strategies and maintaining service quality to increase consumer loyalty.