THE INFLUENCE OF STORE ATMOSPHERE AND SOCIAL MEDIA PROMOTION ON PURCHASE DECISIONS AT COFFEE SHOP IN PEKANBARU (CASE STUDY REHAT COFFE)

Lisman Dandi, Awliya Afwa, Hazwari Hasan

Abstract


 

 

ABSTRACT

This study aims to analyze The Influence of Store Atmosphere and Social Media Promotion on Purchase Decisions at Coffee Shop in Pekanbaru (Case study Rehat Coffe). The object of this research is Rehat Coffee which is located on Jl. Sumatra No. 66b, Simpang Empat, Kec. Pekanbaru City, Pekanbaru City with a sample of 100 respondents who are buyers at Rehat Coffee. The data analysis technique uses Structural Equation Modeling using the Smart PLS version 3 application. The findings from this study note that the Store Atmosphere has a positive and significant effect on purchase decisions at Rehat Coffee. Meanwhile, Social Media Promotion has no significant effect on Purchase Decisions. Based on the determination test, it was concluded that Store Atmosphere and Social Media Promotion simultaneously influence Purchase Decisions on Rehat Coffee. This research is conducted due to the trend among the public to spend time at coffee shops. The implication of the results of this research is that the owner of Rehat Coffe can consider changing the store atmosphere and implementing other promotional strategies to increase consumer purchasing decisions.

Keywords: Store Atmosphere, Social Media Promotion, Purchase Decisions, Rehat Coffee 


Full Text:

PDF

References


Abbasi, Munir A. et al. 2020. “Influence of Pester Power on Parents’ Buying Decision: A Focus on FMCG Products in Pakistan.†International Journal of Marketing Studies 12(2): 115.

Adirinekso, Gidion P., John Tampil Purba, Sidik Budiono, dan Wilson Rajaguguk. 2020. “The role of price and service convenience on jakarta’s consumer purchase decisions in top 5 marketplace mediated by consumer’s perceived value.†Proceedings of the International Conference on Industrial Engineering and Operations Management (August): 1808–19.

Aghni Nur R, Siti Z.W, dan Najmudin. 2021. “The Effect of Store Atmosphere And Word Of Mouth On Consumer Purchase Decisions At Cafe Traffic Light Coffie Cilacap. .†International Sustainable Competitiveness Advantage Journal. 1(1): 816–23.

Aji, Prasetyo Matak, Vanessa Nadhila, dan Lim Sanny. 2020. “Effect of social media marketing on instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry.†International Journal of Data and Network Science 4(2): 91–104.

Dasmadi, Dasmadi. 2022. “The Effect of Store Atmosphere and Social Media Marketing on Purchase Decisions on Consumers of the Damandiri Cafe.†JIIP - Jurnal Ilmiah Ilmu Pendidikan 5(7): 2654–57.

Dennis McQuail. 2011. Teori Komunikasi Massa McQuail Edisi Buku Denis McQuail.

van Dijck, José, dan Thomas Poell. 2013. “Understanding social media logic.†Media and Communication 1(1): 2–14.

DJ, Y R, dan S Rosyad. 2022. “STORE ATMOSPHERE, e-WOM, QUALITY OF SERVICE AS A DETERMINANT OF PURCHASE DECISIONS AT COFFEE BUYERS.†JMM17: Jurnal Ilmu ekonomi dan … 09(02). http://jurnal.untag-sby.ac.id/index.php/jmm17/article/view/7156%0Ahttps://jurnal.untag-sby.ac.id/index.php/jmm17/article/download/7156/5156.

Firmansyah, Anang. 2019. “Buku Pemasaran Produk dan Merek.†Buku Pemasaran Produk dan Merek (August): 336.

Furadantin, Natalia Ririn. 2018. “Analisis Data Menggunakan Aplikasi SmartPLS v.3.2.7 2018.†Academia (Accelerating the world’s research): 1–8.

Haudi et al. 2022. “The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market.†International Journal of Data and Network Science 6(1): 67–72.

Indratno, Diana Leli, dan Lalu Supardin. 2022. “the Effect of Store Atmospere and Word of Mouth on Purchase Decision At Sakola.†Jemba: Jurnal Ekonomi, Manajemen, Bisnis Dan Akuntansi 1(4): 745–54.

Ioanăs, Elisabeta, dan Ivona Stoica. 2014. “Social media and its impact on consumers behavior.†International Journal of Economic Practices and Theories 4(2): 295–303.

Kok, William et al. 2018. “The Role of Brand Ambassador, Event Marketing and Digital Marketing on Purchase Decisions User Shopee.†Budapest International Research and Critics Institute-Journal (BIRCI-Journal) 4(3): 4804–14.

Kotler, Philip. 2012. Essentials of Management for Healthcare Professionals Marketing Management.

Le, Quang Hung, Luu Thanh Tan Nguyen, dan Ngoc Tram Anh Pham. 2019. “The impact of Click and Collect’s service quality on customer emotion and purchase decision: A case study of mobile world in Vietnam.†Journal of Asian Finance, Economics and Business 6(1): 195–203.

Pradana Perkasa, Rendra, Muhammad Firdaus, dan Amien Pudjanarso. 2021. “Impact of Service Quality, Atmosphere of Store, Price and Word of Mouth on Purchase Decisions in Swiwings, Jember.†MBA - Journal of Management and Business Aplication 4(1): 399–406.

Reinikainen, Hanna, Juha Munnukka, Devdeep Maity, dan Vilma Luoma-aho. 2020. “‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing.†Journal of Marketing Management 36(3–4): 279–98. https://doi.org/10.1080/0267257X.2019.1708781.

Shin, Hakseung, dan Juhyun Kang. 2020. “Reducing perceived health risk to attract hotel customers in the COVID-19 pandemic era: Focused on technology innovation for social distancing and cleanliness.†International Journal of Hospitality Management 91(August): 102664. https://doi.org/10.1016/j.ijhm.2020.102664.

Siti, Romla, dan Ratnawati Alifah. 2018. “Keputusan Pembelian E-Commerce.†19: 59–70.

Sugiyono. 2018. Metode Penelitian Kuantitatif Kualitatif Sugiyono Metode Penelitian Kuantitatif Kualitatif.

W.Speh, Michael D.hutt dan Thomas. 2010. BUSINESS MARKETING MANAGEMENT. https://www.ptonline.com/articles/how-to-get-better-mfi-results.

Wiratama, Bayu et al. 2022. “Examining the Role of Word of Mouth in Purchase Decision: an Insight From Fashion Store.†Business: Theory and Practice 23(1): 231–38.

Wuniarto, Erdiansyah, Paulus Kindangen, dan Merinda H.C. Pandowo. 2022. “The Influence of Store Atmosphere and Consumer Emotion on Purchasing Decisions at Blackcup Coffee and Roastery Manado.†Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 10(3): 497.




DOI: https://doi.org/10.31846/jae.v11i1.590

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

e-Jurnal Apresiasi Ekonnomi Indexed by:

 

        Â