PENGARUH ELECTRONIC WORD OF MOUTH, PROMOSI MEDIA SOSIAL DAN STRORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN

Fitria Rahmadani, Dian Citaningtyas Ari Kadi

Abstract


This study aims to determine whether there is an influence of electronic word of mouth, social media promotion and store atmosphere on purchasing decisions (case study on Sea Coff Madiun consumers). The research method used is a quantitative approach. The sample of this study were 150 respondents. Data collection using a questionnaire. The data analysis technique uses a test tool in the form of PLS-SEM using the SmartPLS version 3.0 application. The results of this study indicate that (1) electronic word of mouth has a positive and significant effect on purchasing decisions, (2) social media promotion has a positive and significant effect on purchasing decisions, (3) store atmosphere has no positive and significant effect on purchasing decisions. Suggestions for future research are expected to assess variables other than Electronic Word of Mouth, Social Media Promotion and Store Atmosphere on Purchasing Decisions. It is hoped that future research can evaluate the existing impact and refine the findings of this study by covering a wider area, so as to achieve leveling. Future research is also expected to add other variables.

Keywords: Electronic Word Of Mouth, Social Media Promotion, Store Atmosphere, Purchase Decision.


Full Text:

PDF

References


Amelia, Riza, Andrian Andrian, And Franciscus Dwikotjo Sri Sumantyo. 2023. “Dampak Store Atmosphere, Citra Merek, Dan Persepsi Harga Terhadap Keputusan Pembelian Sociolla Di Summarecon Mall Bekasi.” Jurnal Economina 2(9):2482–2501. Doi: 10.55681/Economina.V2i9.828.

Arjunita, Ira, S. L. H. V. J. Lapian, And Rudie Y. Lumantow. 2021. “Pengaruh Viral Marketing, Store Atmosphere, Dan Brand Trust Terhadap Keputusan Pembelian Produk Kopi Tuya Manado.” Jurnal Ekonomika Dan Bisnis Islam 9(3):437–46.

Barus, Clara Silvina, And Donalson Silalahi. 2021. “Pengaruh Promosi Media Sosial Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Pada Sosmed Cafe Abdullah Lubis Medan.” Jurnal Manajemen Dan Bisnis 21(2013):1–15. Doi: 10.54367/Jmb.V21i1.1182.

Diputra, Raden Adi Herdiawan, Ratih Tresnati, And Dede R. Oktini. 2021. “Pengaruh Store Atmosphere Dan Electronic Word Of Mouth (Ewom) Terhadap Keputusan Pembelian.” Prosiding Manajemen 7(1):164–67.

Febrisa, Tri Seira, Ahmad Soleh, And Nurzam Trisna. 2023. “Pengaruh Promosi Media Sosial Dan Word Of Mouth Terhadap Keputusan Pembelian Pada Dto Thaitea Bengkulu.” Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis 11(1):415–22. Doi: 10.37676/Ekombis.V11i1.3089.

Himmah, Annisa Rif’atul, And Apriatni Endang Prihatini. 2021. “Pengaruh Citra Merek Dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian (Studi Pada Konsumen Pixy Di Kota Semarang).” Jurnal Ilmu Administrasi Bisnis 10(2):1153–61. Doi: 10.14710/Jiab.2021.31359.

Irawan, Andri, Librina Tria Putri, And Henrizal Henrizal. 2022. “Pengaruh Promosi Media Sosial Dan Word Of Mouth Terhadap Keputusan Pembelian Konsumen Florist Di Kota Bangkinang.” Jurnal Riset Manajemen Indonesia 4(3):284–89. Doi: 10.55768/Jrmi.V4i3.140.

Marlius, Doni, And Mutiara Mutiara. 2022. “Pengaruh Merek, Harga, Dan Word Of Mouth Terhadap Keputusan Pembelian (Studi Kasus Pembelian Smartphone Oppo Pada Rindo Cell Di Surantih Kecamatan Sutera Kabupaten Pesisir Selatan).” Jurnal Economina 1(4):768–83. Doi: 10.55681/Economina.V1i4.169.

Nur Fitria Febriyanti, And Renny Dwijayanti. 2022. “Pengaruh E-Service Quality Dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Produk Kosmetik Emina (Studi Pada Remaja Di Kota Surabaya).” Jurnal Ilmu Manajemen, Ekonomi Dan Kewirausahaan 2(2):181–91. Doi: 10.55606/Jimek.V2i2.260.

Putri, Helmi Yendra, Ari Pradhanawati, And Agus Hermani Daryanto Seno. 2022. “Pengaruh Promosi Media Sosial Dan Citra Merek Terhadap Keputusan Pembelian Konsumen Produk Kosmetik Pond’s (Studi Kasus Pada Toko Jun Kosmetik Di Kota Solok).” Jurnal Ilmu Administrasi Bisnis 11(2):359–69. Doi: 10.14710/Jiab.2022.34753.

Rahmawati, Nabillah Deriefca, Widi Winarso, And Haryudi Anas. 2023. “Pengaruh Flash Sale, Live Shopping, Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Brand Skintific Di Shopee (Studi Kasus Mahasiswa Bhayangkara Jakarta Raya).” Jurnal Economina 2(10):2740–55. Doi: 10.55681/Economina.V2i10.897.

Reza Setya Pratama, Agung Kresnamurti Rivai P, And Andi Muhammad Sadat. 2023. “Pengaruh E-Promotion, E-Service Quality Terhadap Repurchase Intention Melalui E-Word Of Mouth: Studi Pada Aplikasi Coffee Shop Di Dki Jakarta.” Jurnal Bisnis, Manajemen, Dan Keuangan 4(1):61–74. Doi: 10.21009/Jbmk.0401.05.

Santosa, Alvendo Teguh. 2019. “Pengaruh Kualitas Pelayanan, Kualitas Produk, Store Atmosphere, Dan E-Wom Terhadap Proses Keputusan Pembelian (Survei Terhadap Konsumen Zenbu-House Of Mozaru Paris Van Java, Bandung).” Jurnal Manajemen Maranatha 18(2):148–58. Doi: 10.28932/Jmm.V18i2.1613.

Syahdani, Elvi. 2022. “Pengaruh Store Atmosphere, Harga Dan Lokasi Terhadap Keputusan Pembelian Ulang Pada Konsumen Floc.Co Coffe Shop Medan.”

Tantowi, Achmad Imam, And Anton Widio Pratomo. 2020. “Pengaruh Store Atmosphere Dan Experiential Marketing Terhadap Keputusan Pembelian Di Kopi Daong Pancawati.” Jurnal Ilmiah Manajemen Kesatuan 8(2):65–78. Doi: 10.37641/Jimkes.V8i2.328.


Refbacks

  • There are currently no refbacks.


 

 

 

 

 

 

 

Editorial Office:

Universitas PGRI Madiun

Kampus 3 Lantai 2

Fakultas Ekonomi dan Bisnis

Jl. Auri no. 14-16 Madiun