Kamila, Ikfina Rosyada (2024) Pengaruh Store Atmosphere, Service Quality, dan Social Media Marketing Terhadap Keputusan Pembelian pada Kedai Kopi Distrik Metropolitan Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The advancement of the globalization era has increased competition in the culinary industry, particularly in the coffee shop business. Factors that can influence consumer purchasing decisions include store atmosphere, service quality, and social media marketing. This study aims to identify the influence of store atmosphere, service quality, and social media marketing on purchasing decisions at Distrik Metropolitan Coffee Shop in Surabaya. This research uses a quantitative method. The sample collection technique employs non-probability sampling determined through purposive sampling. The respondent criteria consist of individuals aged 17 and above, those who have purchased from and visited the Distrik Metropolitan Coffee Shop, and those who have social media. The determined sample size is 115 respondents, collected via Google Forms. The data gathered from respondents include both primary and secondary data. The analysis technique used in this research is Partial Least Square (PLS), which includes validity tests, reliability tests, and hypothesis testing. Based on the data analysis results, the conclusions are as follows: (1) Store Atmosphere has a positive influence on Purchasing Decisions. (2) Service Quality has a positive influence on Purchasing Decisions. (3) Social Media Marketing has a positive influence on Purchasing Decisions. Store Atmosphere is the most influential variable compared to the others. Consumers find the design of the Distrik Metropolitan Coffee Shop quite unique, combining a vintage and Chinese theme. With its unique setting and affordable product prices, consumers, especially teenagers, enjoy visiting the Distrik Metropolitan Coffee Shop in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||||||
| Depositing User: | Ikfina Rosyada Kamila | ||||||||||||
| Date Deposited: | 18 Sep 2024 07:09 | ||||||||||||
| Last Modified: | 18 Sep 2024 07:09 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29248 |
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