Pengaruh Store Atmosphere, Customer Experience dan Social Media Marketing Terhadap Purchase Intention pada Paddy Playstore

Prakoso, Rizqulloh Bayu (2026) Pengaruh Store Atmosphere, Customer Experience dan Social Media Marketing Terhadap Purchase Intention pada Paddy Playstore. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to determine and analyze the influence of store atmosphere, customer experience, and social media marketing on purchase intention at Paddy Playstore Surabaya. This research employed a quantitative approach using a survey method, with purposive sampling as the sampling technique. Data were collected through questionnaires distributed to consumers of Paddy Playstore Surabaya and analyzed using multiple linear regression with the assistance of IBM SPSS software. The results showed that store atmosphere, customer experience, and social media marketing simultaneously had a significant effect on purchase intention. Partially, store atmosphere had a positive and significant effect on purchase intention with a significance value of 0.018, customer experience had a positive and significant effect with a significance value of 0.003, and social media marketing had a positive and significant effect with a significance value of 0.040. The findings indicate that a comfortable store atmosphere, positive customer experiences, and effective social media marketing strategies are able to increase consumers’ purchase intention at Paddy Playstore Surabaya. Keywords: Store Atmosphere, Customer Experience, Social Media Marketing, Purchase Intention

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Farida, Siti Ning NIDN0029066408 siti_farida.adbis@upnjatim.ac.id
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Divisions:	Faculty of Social and Political Sciences > Departement of Business Administration
Depositing User:	Mr. Rizqulloh Bayu Prakoso
Date Deposited:	10 Jul 2026 06:37
Last Modified:	10 Jul 2026 06:57
URI:	https://repository.upnjatim.ac.id/id/eprint/55013

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