Pengaruh Konten Media Sosial Instagram dan Electronic Word of Mouth (E-WOM) Terhadap Keputusan Pembelian di Memanja Rasa

The rapid development of the culinary industry in Bandung City encourages business actors to optimize digital marketing strategies to influence consumer purchasing decisions. This study aims to determine the description of Instagram social media content, Electronic Word of Mouth (e-WOM), and purchasing decisions, as well as analyze the partial and simultaneous influence of Instagram social media content and e-WOM on purchasing decisions at Memanja Rasa Bandung. This study used a descriptive associative quantitative method. Data were obtained through online questionnaires distributed to 92 respondents of Memanja Rasa consumers and analyzed using multiple linear regression. Descriptive analysis results show that the average score for Instagram social media content is 4.22 (very good), e-WOM is 4.20 (good), and purchasing decision is 4.26 (very good). Partial testing results indicate that Instagram social media content has a positive and significant effect on purchasing decisions. Similarly, e-WOM is proven to have a positive and significant effect on purchasing decisions. Simultaneously, Instagram social media content and e-WOM have a positive and significant effect on purchasing decisions at Memanja Rasa. Together, both variables explain 73.8% of the variation in purchasing decisions, while the remaining 26.2% is influenced by other factors outside this study. Instagram social media content provides a relatively larger contribution of influence compared to e-WOM. These findings highlight the importance of Memanja Rasa maintaining its Instagram content quality while more actively encouraging positive consumer reviews to optimize purchasing decisions.