PENGARUH DIGITAL MARKETING DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN MELAUI MINAT BELI DI COFFEE SHOP MADIUN

Anisa Septiana Ade Putri, Rizal Ula Ananta Fauzi, Heny Sidanti

Abstract


This research aims to determine the influence of digital marketing and store atmosphere on purchasing decisions through purchase interest at the Madiun Coffee Shop (Case study at the Kolam.Co Coffee Shop, Madiun City). This type of research uses quantitative research with a total of 384 respondents, Pond.Co Coffee Shop Madiun City consumers. The data analysis used is path analysis using the PLS application. The research results show that: 1) digital marketing has a positive and significant effect on purchasing interest. 2) shop atmosphere has a positive and significant effect on buying interest. 3) digital marketing has a positive and significant effect on purchasing decisions. 4) the store atmosphere has a positive and significant effect on purchasing decisions. 5) Purchase interest has a positive and significant effect on purchasing decisions. 6) digital marketing has a positive and significant effect on purchasing decisions through purchase interest. 7) store atmosphere has a positive and significant effect on purchasing decisions through purchase interest.

 

Keywords: Digital Marketing, Store Atmosphere, Purchasing Decisions, and Purchase Intention


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