Pengaruh Store Atmosphere, Kualitas Pelayanan, dan Digital Marketing terhadap Keputusan Pembelian pada Konsumen Kafe Minum Kopi Medan Johor

Abstract

The success of a café is influenced by how the café provides good service for its consumers so that consumers continue to make purchases. If consumers are satisfied, consumers will tend to be loyal and invite others to come and buy products from the café. Consumer purchasing decisions at a café are influenced by many factors, including store atmosphere, service quality, and digital marketing. This study aims to analyze how the influence of store atmosphere, service quality and digital marketing on purchasing decisions in Coffee Cafe consumers. The influence between store atmosphere, service quality and digital marketing will be analyzed partially and simultaneously on purchasing decisions. The form of research used in this study is quantitative research with an associative approach. Sampling was carried out through purposive sampling techniques and used 84 respondents as samples. The primary data used in this study were obtained by distributing questionnaires while secondary data were obtained through literature studies. The data analysis methods used are validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis tests. The results of this study showed that store atmosphere did not have a partial significant effect on purchasing decisions but simultaneously with other variables on purchasing decisions. Meanwhile, the quality of service and digital marketing have a significant effect, both partially and simultaneously (together) on purchasing decisions for consumers of Medan Johor Coffee Drinking Cafe. The coefficient of determination test shows that there is a fairly close relationship between store atmosphere, service quality and digital marketing on purchasing decisions with an R value of 0.604. Through the value of Adjusted R Square or the value of the coefficient of determination, it shows that the variables Store Atmosphere (X1), Service Quality (X2), and Digital Marketing (X3) can explain the Purchase Decision variable (Y) by 34.1%, while the remaining 65.9% is influenced by other variables that are not discussed in this study.