How social media shapes consumer visit intention: evidence from cafes in Bengkalis, Indonesia

Abstract

Purpose: to analyze the influence of social media on consumers’ visit intention to cafés in Bengkalis, Indonesia.

Method: this study uses a quantitative approach with an explanatory design. Data were collected from 120 respondents who had visited cafés in Bengkalis, Indonesia, using a structured questionnaire. The data were analyzed using simple linear regression with SPSS to examine the effect of social media on visit intention.

Findings: social media has a positive and significant effect on consumers’ intention to visit cafés in Bengkalis, Indonesia. Social media also accounts for a substantial proportion of the variation in visit intention, indicating its important role in influencing consumer behavior.

Implications: social media is an important marketing tool for shaping consumers' intention to visit. Practically, café managers should optimize social media content and engagement to attract more customers, while theoretically, the study supports the SOR framework in digital marketing contexts.

Originality: lies in its focus on cafés in a rural island context in Bengkalis, Indonesia, and in its application of the SOR theory to explain how social media influences consumers’ intention to visit local food and beverage businesses.