Social Buzz or Product Quality? Explaining Tea Chagee Purchase Decisions in Greater Tangerang

Abstract

Tea Chagee operates in a beverage market where digital recommendations, trend participation, and the in-store experience can shape purchasing decisions. This study examines the associations of user-generated content (UGC), fear of missing out (FOMO), store atmosphere, and perceived quality with Tea Chagee purchase decisions in Greater Tangerang. The study used a quantitative questionnaire survey with 120 valid responses selected through non-probability purposive sampling. Multiple linear regression was conducted using SPSS 25. The reported standardised coefficients were positive for UGC (β = .125, p = .035), FOMO (β = .259, p = .011), store atmosphere (β = .116, p = .048), and perceived quality (β = .474, p < .001). The overall model was significant (F = 69.690, p < .001), with R² = .708 and adjusted R² = .698. Perceived quality had the largest reported standardised coefficient, followed by FOMO. The results underscore the importance of maintaining product consistency alongside credible consumer content and an appealing retail setting. As the study relies on a cross-sectional, purposively selected sample, the estimates should be interpreted as associations within the surveyed respondents, not causal effects.