PENGARUH STORE ATMOSPHERE, ELECTRONIC WORD OF MOUTH (E-WOM), KUALITAS PELAYANAN DAN PLACE BRANDING TERHADAP KEPUTUSAN PEMBELIAN DI SEA COFF MADIUN

Abstract

The city of Madiun is one of the small cities in East Java which is known for its trade and industrial sectors, one of which is the Sea Coff Madiun coffee shop. This study aims to determine the effect of store atmosphere, electronic word of mouth (E-WOM), service quality and place branding on purchasing decisions at Sea Coff Madiun. This study uses a quantitative research method. The population of this study were 384 consumers of Sea Coff via a questionnaire. The data collection technique for this research used a purposive sampling technique. The research data analysis method uses Multiple Linear Regression analysis using the SPSS program. Data analysis was carried out using the Classical Assumption Test, Multiple Linear Test, t Test, F Test. The results of this study prove that 1) Store Atmosphere has a significant effect on purchasing decisions at Sea Coff Madiun 2) Electronic Word Of Mouth (E-WOM) has an effect significantly to purchasing decisions at Sea Coff Madiun 3) Service Quality has a significant effect on purchasing decisions at Sea Coff Madiun 4) Place Branding has no significant effect on purchasing decisions at Sea Coff Madiun 5) Store Atmosphere, Electronic Word Of Mouth (E-WOM ), Service Quality and Place Branding significantly influence purchasing decisions at Sea Coff Madiun simultaneously.