PENGARUH E-WOM DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI KONSUMEN PADA COFFEESHOP “RINDU ALAM COFFEE” DI NGEBEL PONOROGO

Enzya Marqovatusari

Abstract


The purpose of thisistudy was to determine how E-WOM and store climate influence customer purchase decisions based onipurchaseiinterest. Thisistudyiwasiconductediin a coffee shop called "Rindu Alam Coffee" in Ngebel Ponorogo. A quantitative descriptiveimethodologyiis used in this study and 385 respondents were interviewed. A Likert scale questionnaire was used foridataicollection. According to theifindings ofithe study, purchase intentions andidecisions are positively and significantly influenced by E-WOM and the retail environment, and purchase interest influences consumers' purchaseidecisions. Thus, E-WOM has a positive and significant effect on purchase decisions through customers' purchase interest, making it an intervening variable. In addition, store atmosphere, through purchase interest, has a positive and significantieffectioniconsumer purchaseidecisions, making it aniinterveningivariable.


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References


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