THE INFLUENCE OF STORE ATMOSPHERE, E-WOM, AND SOCIAL MEDIA MARKETING ON PURCHASE DECISIONS

Farah Khoirunnajaa, Hari Purwanto, Dian Citaningtyas Ari Kadi

Abstract


The development of digital technology has revolutionized global consumption patterns, including in the culinary industry. Intense business competition requires business players, such as restaurants, to adopt effective marketing strategies. This study focuses on the use of social media by Syam Warung Caping Gunung in Madiun to enhance brand image and attract consumer interest in a competitive market. The aim of this research is to analyze the influence of Store Atmosphere, E-WOM, and Social Media Marketing on Purchase Decisions of consumers at Syam Warung Caping Gunung, located in Wungu District, Madiun Regency. This research employs a quantitative approach with a survey method by distributing questionnaires to 384 respondents. The data collected were analyzed using multiple linear regression and processed with SPSS. The results show that Store Atmosphere, E-WOM, and Social Media Marketing have a positive and significant effect on Purchase Decisions. These findings indicate that an integrated marketing strategy combining a comfortable dining atmosphere, positive customer reviews, and effective social media marketing can increase consumer purchase interest.

Keywords: Store Atmosphere, E-WOM, Social Media Marketing

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References


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