Pengaruh Kualitas Produk, Social Media Marketing Instagram, dan Store Atmosphere Terhadap Keputusan Pembelian Pelanggan Garage Coffee Space

Abstract

This study aims to determine and analyze the effect of product quality, social media marketing Instagram, and store atmosphere on customer purchase decision at Garage Coffee Space. This study is an associative research with a quantitative approach. The population of this study is the consumers of Garage Coffee Space and their exact number is unknown. The sample in this study consist of 80 participants. The sampling technique is non probability sampling with purposive sampling method. The data analysis method used is descriptive analysis and multiple linear regression analysis. The results of this research conducted show that simultaneously the variable of product quality, social media marketing Instagram, and store atmosphere have a positive and significant effect on customer purchase decision at Garage Coffee Space. Partially, show that the variable product quality, social media marketing Instagram, and store atmosphere each has a positive and significant effect on customer purchase decision at Garage Coffee Space.