The Effect of Social Media Promotion and Word of Mouth on Purchase Decisions at Humaloka Coffee in Bandung City

Bandung's coffee shop boom heightens MSME competition like Humaloka Coffee, depending on social media promotion and word-of-mouth in digital trends. This study analyzes their effects on purchase decisions via quantitative descriptive-verification survey of 96 non-probability samples from December 2025 visitors, using online questionnaires, observation, interviews, multiple linear regression, classical tests, and SPSS. Results reveal "good" ratings (X1=73.83%, X2=78.71%), equation Y=9.331+0.410X1+0.364X2, partial sig.<0.05 (t=3.391/3.803), simultaneous F=19.102 (sig.=0.000), R²=0.291. Factors synergistically drive decisions (29.1% variance); optimize content and experiences for loyalty.