PENGARUH STORE ATMOSPHERE DAN MENU DIVERSITY TERHADAP KEPUTUSAN PEMBELIAN DENGAN SOCIAL INTERACTION DAN MOTIVATION SEBAGAI VARIABEL MODERASI PADA KONSUMEN SLEKO FOOD COURT KOTA MADIUN

Siliya Manggalawati

Abstract


This study aims to investigate how store atmosphere and menu variety influence purchase choices, with social engagement and consumer drive acting as potential modifiers. This research took place at “Sleko Food Court” located in Madiun City, with a sample size of 385 respondents. The researchers used a quantitative approach, using Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis, which was carried out using smartPLS 4 software. The findings show that store atmosphere has a positive and meaningful impact on purchasing decisions, while menu diversity has a negative but insignificant effect. Social interaction and motivation show a positive and significant influence on purchasing decisions. In addition, social interaction positively and significantly moderates the relationship between store atmosphere and purchase decisions. However, motivation has a negative and insignificant moderating effect between menu diversity and purchasing decisions.


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References


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