Social Media Review and Its Effect on Customer Purchase Decision in Selected Coffee Shops

Abstract

Social media has significantly shaped consumer decision-making across various industries, including coffee shops. In Cagayan de Oro City, the rise of coffee culture parallels consumers’ increasing reliance on online reviews. These reviews, characterized by content, source credibility, format, and platform, serve as forms of electronic word-of-mouth (eWOM) that influence perceptions and purchase intentions. This study examined the impact of social media reviews on consumer purchase decisions while considering demographic variables such as age, gender, civil status, and income. A descriptive-correlational research design was utilized, involving a survey of 156 randomly selected customers from three coffee shops near Limketkai Mall. A structured and expert-validated questionnaire measured the perceived influence of social media reviews and customer purchasing behavior using a 4-point Likert scale. Data were analyzed through descriptive and inferential statistics, including t-tests, ANOVA, and Pearson correlation. Results showed a high level of influence from social media reviews (mean = 3.19) and a high level of purchase decision-making (mean = 3.24). However, the Pearson correlation revealed only a weak positive relationship (r = 0.37941, p > 0.05), indicating no statistically significant effect between the two variables. Demographic analysis revealed that age and civil status significantly affected trust in social media reviews, while gender and income had no significant influence. Among the dimensions of eWOM, the content and format of reviews, particularly those with visuals and emotional tone, were found to have a stronger impact, especially among young adult females. Despite the influence of online reviews on consumer perception, factors such as in-store experience, product quality, and personal word-of-mouth remained the primary determinants of purchase decisions. The study concludes that while social media reviews enhance visibility and shape perceptions, they are not the dominant factor in final purchasing choices. Coffee shop owners should integrate social media strategies with high service quality, experiential marketing, and personalized customer engagement. Future research should further explore sensory and experiential factors and long-term brand interactions influencing coffee shop consumer behavior.