THE INFLUENCE OF STORE ATMOSPHERE, MENU VARIETY, AND SOCIAL MEDIA PROMOTION ON PURCHASE DECISIONS THROUGH PURCHASE INTENTION

Marini Dwi Saputri, Hari Purwanto, Dian Citaningtyas Ari Kadi

Abstract


This study aims to analyze the influence of Store Atmosphere, Menu Variations, and Social Media Promotion on Purchase Decisions with Purchase Intention as an intervening variable at Paratamu Coffee Madiun. The research employed a quantitative approach with a survey method involving 384 respondents who were customers of Paratamu Coffee. The data analysis technique used was path analysis with the assistance of SPSS Version 25 software. The results show that Store Atmosphere, Menu Variations, and Social Media Promotion have a positive and significant effect on both purchase intention and purchase decisions. Purchase intention is also proven to mediate the relationship between the three independent variables and purchase decisions. In conclusion, the store environment, product variety, and digital promotion strategies play an important role in shaping consumer behavior. The recommendation of this research is that Paratamu Coffee should continuously enhance the comfort of its café atmosphere, expand menu innovations in line with consumer trends, and optimize the use of social media for more interactive promotions. Future research is suggested to include other variables such as price or service quality to obtain more comprehensive results.


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