THE INFLUENCE OF STORE ATMOSPHERE, ELECTRONIC WORD OF MOUTH (E-WOM), PRICE, AND PRODUCT VARIETY ON PURCHASE DECISIONS AT HEY HOUSE CAFÉ, MADIUN

Erin Vanja Armastyan, Rizal Ula Ananta Fauzi, Hendra Setiawan

Abstract


Abstract
This study examines the influence of store atmosphere, electronic word of mouth (e-WOM), price, and product variety on purchase decisions at Hey House Café. Using a quantitative method, questionnaires were distributed to 384 respondents selected through purposive sampling. Validity and reliability tests indicated that all research instruments were suitable. The data were analyzed using multiple linear regression with the assistance of SPSS version 25. The t-test results show that store atmosphere has a significant effect on purchase decisions, with a t-value of 3.345 and a significance level of 0.001. Similarly, e-WOM has a positive and significant effect, with a t-value of 3.237 and a significance level of 0.001. Price also shows a positive and significant effect, with a t-value of 3.407 and a significance level of 0.001. Among the variables studied, product variety has the strongest influence, indicated by a t-value of 4.111 and a significance level of 0.000. These findings confirm that product variety plays a crucial role in shaping consumer decisions. Therefore, this study recommends that Hey House Café continue to innovate in product variety to maintain competitiveness, attract more customers, and strengthen customer loyalty.
Keywords: Store atmosphere, electronic word of mouth (e-WOM), price, product variety, purchase decisions


Full Text:

PDF

References


Amir, M., & Santi, I. N. (2024). Pengaruh Suasana Café Dan Harga Terhadap Kepuasan Pelanggan (Studi Pada Café Koniciwa Di Kota Palu). Jurnal Media Wahana Ekonomika, 21(2), 235–245. https://doi.org/10.31851/jmwe.v21i2.16117

Arianda, A., Rafidah, R., & Orinaldi, M. (2024). Pengaruh Harga, Lokasi, Suasana Toko (Store Atmosphere) terhadap Keputusan Pembelian: Studi pada Konsumen Koffiekopi Kota Jambi. Jurnal Riset Manajemen, 2(3), 81–97.

Aryani, E., Zanaria, Y., & Kurniawan, A. (2022). Analisis Perkembangan Coffee Shop Sebagai Salah Satu Peranan Umkm Di Kota Metro. Jurnal Akuntansi AKTIVA, 3(2), 139–145. https://doi.org/10.24127/akuntansi.v3i2.3039

Aulia, M. R. (2020). Pengaruh Kompetensi Kewirausahaan Terhadap Kinerja Usaha Kedai Kopi Skala Mikro dan Kecil Pada Masa Pandemi Covid-19 di Kota Medan. Jurnal Agriust, 1(1), 38–44. https://doi.org/10.54367/agriust.v1i1.1049

Aulya Purwitasari & Sulistyowati. (2024). Word Of Mouth Sebagai Alat Pemasaran Efektif: Tinjauan Literature Empiris. Jurnal Akademik Ekonomi Dan Manajemen, 1(4), 493–507. https://doi.org/10.61722/jaem.v1i4.3303

Bahtiarachim, B., & Vania, A. (2025). Pengaruh Electronic Word of Mouth (eWOM) di Media Sosial TikTok terhadap Keputusan Pembelian Produk Parfum Saff n Co. Kompeten: Jurnal Ilmiah Ekonomi Dan Bisnis, 3(4), 1055–1063. https://doi.org/10.57141/kompeten.v3i4.158

Fitriani, D. (2023). Eksistensi Budaya Minum Kopi Dari Era Kolonial Hingga Era Modern. Jurnal Pendidikan Ilmu-Ilmu Sosial Dan Humaniora, 1(3), 114–119. https://doi.org/10.26418/jdn.v1i3.70369

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (Edisi 9). Universitas Diponegoro.

Hamdanah, Surawan, S. S. (2017). Pendidikan Islam di Abad 21: Konsep, Metode & Dinamisasi Human Resources. In K Media. http://repo.iain-tulungagung.ac.id/5510/5/BAB 2.pdf

Hidayat, A., & Hartuti, E. T. K. (2024). Pengaruh Store Atmosphere Dan Promosi Penjualan Terhadap Keputusan Pembelian Pada Kohwa Coffee House. Jurnal Ilmiah Ekonomi Dan Manajemen, 2(11), 196–206.

Ikhsan, M., & Satria, F. (2025). Pengaruh Citra Merek, Kualitas Produk dan Harga terhadap Keputusan Pembelian Smartphone Berbasis Android. Lokawati : Jurnal Penelitian Manajemen Dan Inovasi Riset, 3(1), 371–389. https://doi.org/10.61132/lokawati.v3i1.1556

Irfansyah, M. (2023). Pengaruh Electronic Word Of Mouth (E-WOM) Dan Brand Image Terhadap Keputusan Pembelian. Nusantara Journal of Multidisciplinary Science, 1(4), 900–909.

Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Indeks.

Kotler, P., & Keller, K. L. (2012). Manajemen Pemasaran (W. H. Adi Maulana (ed.)). Erlangga.

Kwan, M. C., & Sadana Devica. (2023). Pengaruh Kualitas Informasi, Kredibilitas Informasi dan E-Word Of Mouth Terhadap Minat Beli Konsumen Pada Produk Skincare. Jurnal Adijaya Multidisplin, 01(06), 1194–1203. https://e-journal.naureendigition.com/index.php/jam/article/view/929

Lemeshow, S., & David, J. (1997). Besar Sampel dalam Penelitian Kesehatan. Gadjah Mada University Press.

Lestari, R. Y., Ratnanto, S., & Purnomo, H. (2021). Analisis Store Atmosphere, Lokasi Usaha, Dan Kualitas Produk Terhadap Keputusan Pembelian Oada Coffee Shop Homely Koffee Kota Kediri. Universitas Nusantara Pgri Kediri.

Pebriana, V., Kurniati, D., & Kusrini, N. (2024). Hubungan Atribut Produk Terhadap Proses Keputusan Pembelian Produk Kopi Bubuk Juragan. JURNAL SOSIAL EKONOMI PERTANIAN, 20(1), 21–34.

Prihandoyo, P., Hernadi Moorcy, N., & Tangke Rante, N. (2025). Pengaruh Variasi Produk Dan Kualitas Pelayanan Konsumen Terhadap Minat Beli Ulang Konsumen Pada Warung Makan Nostimo Balikpapan. Jurnal GeoEkonomi, 16(1), 33–46. https://doi.org/10.36277/geoekonomi.v16i1.556

Rahmayanti, I. (2024). Manajemen Dasar Bisnis Kuliner (Vol. 17). Literasi Nusantara.

Riyadi, S. (2020). Analisis Pengaruh Strategi Penetapan Harga terhadap Kepuasan Pelanggan di Industri Retail. Jurnal Ekonomi Dan Bisnis Indonesia, 33(1), 75–89. https://ejournal.undip.ac.id/index.php/jebi/article/view/33413

Somantri, D., Hendrajaya, Aprilliyani, R., & Prabowo, B. A. (2024). Pengaruh Fasilitas Hotel terhadap Loyalitas Pelanggan. Jurnal Manajemen Perhotelan Dan Pariwisata, 7(1), 159–165. https://doi.org/10.23887/jmpp.v7i1.79112

Sugiyono. (2019). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D (3rd ed.). Alfabeta Bandung.

Wardhana, A. (2021). Perilaku Konsumen Di Era Digital Penerbit (Issue January).

Zalfa Aini Shaliza, Mazaya Salma, & Sarinah Sihombing. (2024). Analisis Pengaruh Price Fairness, Service Quality dan Trust terhadap Customer Satisfaction. Mutiara: Jurnal Ilmiah Multidisiplin Indonesia, 2(3), 171–184. https://doi.org/10.61404/jimi.v2i3.213


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