Pengaruh Servicescape, Service Quality, dan Instagram Marketing terhadap Keputusan Pembelian Konsumen di Cafe Ateku

Abstract

The shift in the function of a cafe has given birth to a phenomenon in new social and cultural fields. In the current phenomenon, hanging out activities have become a current trend for some groups of society. Apart from being used as a place to eat and drink, cafes are also often a choice of location to complete tasks, relax, use Wi-Fi facilities, and gather with other people. This consumer behavior phenomenon is also exploited by business actors to create cafe businesses. This study aims to determine and analyze the influence of servicescape, service quality, and Instagram marketing on consumer purchasing decisions at Cafe Ateku. The sample of this study amounted 150 people with a sample technique, namely purposive sampling and processed using the SPSS for Windows program. The analysis technique uses multiple linear regression analysis. The result of this study show that partially the variables of servicescape, service quality, and Instagram marketing have a positive and significant effect on consumer purchasing decisions at Cafe Ateku. Simultaneous tests show that simultaneously the variables of servicescape, service quality, and Instagram marketing have a positive and significant effect on consumer purchasing decisions at Cafe Ateku.