The Influence of Social Media Marketing, Store Atmosphere, and Electronic Word of Mouth on Purchasing Decisions at Cafe Koat Kopi

Putri Agustina Rachmawati; Titik Desi  Harsoyo

doi:10.55927/eajmr.v4i1.13073

Authors

Putri Agustina Rachmawati Universitas Mercu Buana Yogyakarta
Titik Desi Harsoyo Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.55927/eajmr.v4i1.13073

Keywords:

Social Media Marketing, Store Atmosphere, Electronic Word of Mouth (EWOM), Purchasing Decisions

Abstract

The goal of this study is to explore how Social Media Marketing, Store Atmosphere, plus Electronic Word of Mouth (E-WOM) influence consumer purchasing decisions at Café Koat Kopi. The study involved a sample of 100 respondents who had previously made purchases at the café. Data was gathered through a survey, utilizing a questionnaire as the primary research instrument. The findings of the study demonstrate that: (1) Social Media Marketing does not significantly influence purchasing decisions for products at Café Koat Kopi, (2) Store Atmosphere significantly and positively influences purchasing decisions, and (3) Electronic Word of Mouth (E-WOM) also plays a noteworthy and positively role in influencing purchasing decisions for Café Koat Kopi products.

References

Apriyadi, A., Muslihat, A., & Siregar, S. (2021). Pengaruh store atmosphere dan kualitas pelayanan terhadap keputusan pembelian pada cafe limasan. FORUM EKONOMI: Jurnal Ekonomi, Manajemen Dan Akuntansi, 23(3), Article 3. https://doi.org/10.30872/jfor.v23i3.9470

Arif, M. (2021). Pengaruh Social Media Marketing, Electronic Word Of Mouth (EWOM) Dan lifestyle Terhadap Keputusan Pembelian Online. Seminar Nasional Teknologi Edukasi Sosial Dan Humaniora, 1(1), Article 1. https://doi.org/10.53695/sintesa.v1i1.298

Aryani, E., Zanaria, Y., & Kurniawan, A. (2022). ANALISIS PERKEMBANGAN COFFEE SHOP SEBAGAI SALAH SATU PERANAN UMKM DI KOTA METRO (Study Kasus Pada Coffee Shop Janji Jiwa Dan Coffee Et Bien). 3.

Awaludin, M. N., & Sukmono, S. (2020). THE EFFECT OF SOCIAL MEDIA MARKETING AND BRAND AWARNESS ON PURCHASE DECISIONS WITH VIRAL MARKETING AS INTERVENING VARIABLES ON JANJI JIWA COFFEE CONSUMERS AMONG STUDENTS USING SOCIAL MEDIA AREA JABODETA. AFEBI Management and Business Review, 5(1), Article 1. https://doi.org/10.47312/ambr.v5i1.303

Databoks. (2018, July 31). 2021, Konsumsi Kopi Indonesia Diprediksi Mencapai 370 Ribu Ton. Katadata.co.id; Databoks. https://databoks.katadata.co.id/datapublish/2018/07/31/2021-konsumsi-kopi-indonesia-diprediksi-mencapai-370-ribu-ton

Diputra, R. A. H., Tresnati, R., & Oktini, D. R. (2021). Pengaruh Store Atmosphere dan Electronic Word Of Mouth (EWOM) Terhadap Keputusan Pembelian (Survey Pelanggan pada Waroeng Raden Haurgeulis Kabupaten Indramayu). Prosiding Manajemen, 7(1), Article 1. https://doi.org/10.29313/.v7i1.27041

Eisenbeiss, M., Hartmann, S. A., & Hornuf, L. (2023). Social media marketing for equity crowdfunding: Which posts trigger investment decisions? Finance Research Letters, 52, 103370. https://doi.org/10.1016/j.frl.2022.103370

Erianto, R. A., & Mashariono, M. (2018). PENGARUH STORE ATMOSPHERE, KUALITAS PRODUK, HARGA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA FURORE COFFEE. Jurnal Ilmu Dan Riset Manajemen (JIRM), 7(5), Article 5. http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/1961

GoodStats. (2022.). Usaha Kuliner di Indonesia dalam Bingkai Statistik. GoodStats. Retrieved May 8, 2024, from https://goodstats.id/article/lebih-dari-10000-usaha-kuliner-ada-di-indonesia-bagaimana-statistiknya-OTIU5

Hussain, R. dan M, Ali. 2015. Effect of Store Atmosphere on Consumer Purchase Intention. Jurnal Internasional Studi Pemasaran 7(2): 35-43.

Kotler, P., & Keller, K. L. (2016). Marketing Management. 15th Edition. Harlow : Pearson Education Limited

Marlius, D. (2017). KEPUTUSAN PEMBELIAN BERDASARKAN FAKTOR PSIKOLOGIS DAN BAURAN PEMASARAN PADA PT. INTERCOM MOBILINDO PADANG. JURNAL PUNDI, 1(1), Article 1. https://doi.org/10.31575/jp.v1i1.9

Meltareza, R., & Redyanti, C. (2022). THE INFLUENCE OF SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH AND E-SERVICE QUALITY ON PURCHASE DECISIONS IN BUKALAPAK MARKETPLACE. Journal of Business and Management Inaba, 1(02), 124–135. https://doi.org/10.56956/jbmi.v1i02.121

Mohamed, M., Aziz, W., Khalifa, G., & Mayouf, M. (2015). Determinants of Electronic word of mouth (EWOM) influence on hotel customers’ purchasing decision. 9, 194–223.

Nofiawaty, N., & Yuliandi, B. (2014). Pengaruh Store Atmosphere terhadap Keputusan Pembelian Konsumen pada Outlet Nyenyes Palembang. Jurnal Manajemen dan Bisnis Sriwijaya, 12(1), 55–73. https://doi.org/10.29259/jmbs.v12i1.3141

Nofri, O., & Hafifah, A. (2018a). ANALISIS PERILAKU KONSUMEN DALAM MELAKUKAN ONLINE SHOPPING DI KOTA MAKASSAR. Jurnal Minds: Manajemen Ide Dan Inspirasi, 5, 113–132. https://doi.org/10.24252/minds.v5i1.5054

Purwaningdyah, S. W. S. (2019). Pengaruh electronic word of mouth dan food quality terhadap keputusan pembelian. Jurnal Manajemen Maranatha, 19(1), Article 1. https://doi.org/10.28932/jmm.v19i1.1849

Sari, N., Saputra, M., & Husein, J. (2017). PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO ONLINE BUKALAPAK.COM. Jurnal Manajemen Magister Darmajaya, 3(01), Article 01.

Sugiyono, (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV. Alfabeta.