PENGARUH PROMOSI, WORD OF MOUTH, SERVICE SCAPE DAN BRAND AWARENESS TERHADAP PEMBENTUKAN KEPUTUSAN BELI DI KARPEN COFFEE MADIUN

Abstract

This study aims to determine the effect of promotion, word of mouth, service scape and brand awareness on the formation of buying decisions at Karpen Coffee Madiun. The type of research used in this study is a quantitative approach. In research using multiple linear regression techniques. Sampling using Non Probability Sampling technique. The sample used was 100 respondents. Based on the results of statistical tests, it shows that partially promotion has a positive effect on the formation of consumer buying decisions, word of mouth has a positive effect on the formation of consumer buying decisions, service scape has a positive effect on the formation of consumer buying decisions, and brand awareness has a positive effect on the formation of buying decisions at Karpen Coffee Madiun. Simultaneously promotion, word of mouth, service scape and brand awareness simultaneously influence the formation of buying decisions at Karpen Coffee Madiun.

Keywords: Promotion, Word Of Mouth, Service Scape, Brand Awareness and Formation of Buying Decisions