EXAMINING THE EFFECTS OF SOCIAL MEDIA MARKETING, WORD OF MOUTH, AND STORE ATMOSPHERE ON CONSUMER PURCHASE BEHAVIOR: A CASE OF PAPERMINT COFFEE

I Gusti Ngurah Agung Hardi Mahardika; Ni Putu Nita Anggraini; I Wayan Gede Antok Setiawan Jodi

doi:10.36733/emas.v6i12.13233

Authors

I Gusti Ngurah Agung Hardi Mahardika Universitas Mahasaraswati Denpasar
Ni Putu Nita Anggraini Universitas Mahasaraswati Denpasar
I Wayan Gede Antok Setiawan Jodi Universitas Mahasaraswati Denpasar

DOI:

https://doi.org/10.36733/emas.v6i12.13233

Keywords:

social media marketing, word of mouth, store atmosphere, purchasing decisions

Abstract

Product superiority can influence purchasing decisions for that product. This study aims to determine the influence of social media marketing, word of mouth, and store atmosphere on purchasing decisions. The research method used was quantitative. The population used was Papermint Coffee consumers and the sample consisted of 102 people. Data analysis techniques used were Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, Multiple Correlation Test, Determination Coefficient, F Test, and t Test. The results of the study show that social media marketing has a positive and significant effect on purchasing decisions, word of mouth has a positive and significant effect on purchasing decisions, and store atmosphere has a positive and significant effect on purchasing decisions. The researcher's suggestion is that Papermint Coffee should recruit employees who are specifically tasked with managing social media so that they can respond quickly to any questions asked through social media, always offer products that consumers need so that consumers are willing to recommend them to others, arrange tables and chairs that are not yet properly arranged, and always offer products that are superior to those of competitors.

References

Amalia, D. V., Widuri, T., & Ayuanti, T. W. (2023). Pengaruh social media marketing, store atmosphere dan kualitas pelayanan terhadap keputusan pembelian di Kopi Janji Jiwa Nganjuk. Jurnal Ekonomi Akuntansi, Manajemen, 2(2), 131–141.

Basri, N. A. H., Ahmad, R., Anuar, F. I., & Ismail, K. A. (2016). Effect of word of mouth communication on consumer purchase decision: Malay upscale restaurant. Procedia - Social and Behavioral Sciences, 222, 324–331. https://doi.org/10.1016/j.sbspro.2016.05.175

Budiyanto, I. (2023). Pengaruh word of mouth, store atmosphere dan gaya hidup hedonis terhadap keputusan pembelian pada Cafe Oxzy Kebumen. Correspondencias & Análisis, (15), 1–23.

Fahreza, M., Rahayu, A., & Hendrayati, H. (2024). Analysis of the role of store atmosphere in influencing consumer purchasing decisions at XYZ cooperative. International Journal of Business, Economics, and Social Development, 5(1), 111–119. https://doi.org/10.46336/ijbesd.v5i1.583

Fawzi, F., & Haque, M. G. (2022). Strategi pemasaran: Konsep, teori dan implementasi. Penerbit Deepublish.

Firman, F., Harahap, N. J., & Halim, A. (2023). Pengaruh produk, word of mouth, harga dan store atmosphere terhadap keputusan pembelian konsumen pada Kafe Kesan Rantauprapat. Journal of Economic, Business and Accounting (COSTING), 7(1), 1824–1834. https://doi.org/10.31539/costing.v7i1.7200

Hammammukti, G., Widiartanto, W., & Saryadi, S. (2023). Pengaruh kualitas produk, word of mouth, dan store atmosphere terhadap keputusan pembelian konsumen Kopi Sana Jakarta. Jurnal Ilmu Administrasi Bisnis, 12(2), 698–708.

Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102

Juliana, J. (2021). Pengaruh social media marketing dan harga terhadap keputusan pembelian pada Angkringan Kopi Senja Medan (Skripsi). Universitas Sumatera Utara.

Katarika, D. M., & Syahputra, S. (2017). Pengaruh store atmosphere terhadap keputusan pembelian pada coffee shop di Bandung. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen dan Bisnis, 1(2), 162–171. https://ejournal.bsi.ac.id/ejurnal/index.php/ecodemica/article/view/1566

Nurmalasari, L. (2021). Pengaruh social media marketing dan keterlibatan konsumen terhadap keputusan pembelian secara online (studi kasus pada UMKM bidang kuliner). Jurnal Apresiasi Ekonomi, 9(3), 288–300. https://doi.org/10.31846/jae.v9i3.405

Putri Permatasari, E., Sumarto, L., & Suharyoko, S. (2023). Analysis of the influence of store image, word of mouth, the perception of price on purchase decisions re-food animals. International Journal of Business, Law, and Education, 4(1), 90–100. https://doi.org/10.56442/ijble.v4i1.127

Raniya, R. F., Lubis, P. H., & Kesuma, T. M. (2023). The influence of social media marketing and store atmosphere on purchase decision mediated by consumer trust in millennial coffee shops in Banda Aceh. International Journal of Business Management and Economic Review, 6(1), 144–155. https://doi.org/10.35409/ijbmer.2023.3466

Septyansyah, I., & Ferryal, A. (2022). Pengaruh social media marketing dan electronic word of mouth terhadap keputusan pembelian pada café kekinian di Bekasi. Jurnal Pendidikan Dan Konseling (JPDK), 4(6), 11343–11353.