Pengaruh Sosial Media, Relationship Marketing, dan Brand Image Terhadap Keputusan Pembelian Cafe Pastor Gereja St. Maria Tak Bercela Surabaya. (The Influence of Social Media, Relationship Marketing, and Brand Image on the Purchase Decisions of Cafe Pastor at the Church of St. Maria Tak Bercela Surabaya).

Pramudya, Gregorius Gusti Yuka (2025) Pengaruh Sosial Media, Relationship Marketing, dan Brand Image Terhadap Keputusan Pembelian Cafe Pastor Gereja St. Maria Tak Bercela Surabaya. (The Influence of Social Media, Relationship Marketing, and Brand Image on the Purchase Decisions of Cafe Pastor at the Church of St. Maria Tak Bercela Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the influence of social media, relationship marketing, and brand image on consumer purchasing decisions at Café Pastor at St. Maria Tak Bercela Church, Surabaya. Café Pastor is a unique cafe that combines religious nuances with modern aesthetic concepts, and targets the young Catholic community (especially Gen Z) through a community and spiritual approach. The research method used is quantitative with a survey approach to 100 respondents who have visited and purchased at Café Pastor. The research instrument was tested for validity and reliability using Pearson Product Moment and Cronbach Alpha. The results of the analysis show that the three independent variables—social media, relationship marketing, and brand image—have a significant influence on purchasing decisions, both partially and simultaneously. rand image obtained the highest average score (4.26), indicating that positive perceptions of the cafe's image are the main factor in purchasing decisions. Consistent use of social media and interesting religious content have also been shown to increase consumer engagement. In addition, the relationship marketing approach through personal interaction, community events, and response to complaints contribute to building customer loyalty. This study concludes that the integration of religious values in modern marketing strategies can be a relevant competitive advantage in the competitive cafe market, especially in Surabaya. These findings are expected to be a reference in developing value based and community-based marketing strategies.

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