THE EFFECT OF STORE ATMOSPHERE, SOCIAL MEDIA, PRODUCT VARIETY, AND SERVICE QUALITY ON CONSUMER PURCHASE INTENTION (AN EMPIRICAL STUDY AT TANJUNG COFFEE MADIUN)

Septisa Ave Lail Harkansas, Hari Purwanto

Abstract


This study aims to analyze the influence of store atmosphere, social media, product variety, and service quality on consumers’ purchase intention at Tanjung Coffee Madiun. The study was motivated by the increasingly intense competition in the coffee shop industry, particularly in Madiun City, which requires business owners to understand the factors influencing consumers’ purchase intention. This research employed a quantitative approach, with data collected through questionnaires distributed to consumers who had visited Tanjung Coffee Madiun. The sample consisted of 385 respondents selected using a non-probability sampling technique. Data were analyzed using multiple linear regression with the assistance of IBM SPSS. The results indicate that store atmosphere has a significant effect on consumers’ purchase intention, while social media has no significant effect. Product variety has a significant effect on consumers’ purchase intention, whereas service quality has no significant effect. Simultaneously, store atmosphere, social media, product variety, and service quality have a significant effect on consumers’ purchase intention. These findings are expected to provide useful considerations for Tanjung Coffee Madiun in improving its marketing strategies, particularly by enhancing the store atmosphere and developing product variety.

Keywords: Store Atmosphere, Social Media, Product Variety, Service Quality, Purchase Intention.


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