Pengaruh Social Media Marketing, Word of Mouth Dan Store Atmosphere Terhadap Keputusan Pembelian Pada Nwansa Coffee - Adjie Opa, Soeltan; Astuti, Miguna (IKRAITH-EKONOMIKA, 2024)
ABSTRAKBerdasarkan data yang diperoleh dari Nwansa Coffee, volume penjualan per cup Nwansa Coffeememperlihatkan bahwa penjualan Nwansa Coffee tidak konsisten atau fluktuatif. Maka dapatdiasumsikan terdapat permasalahan keputusan pembelian pada Nwansa Coffee. Penelitian inimerupakan penelitian kuantitatif yang bertujuan untuk mengetahui, membuktikan, menganalisisbahwa social media marketing, word of mouth, dan store atmosphere berpengaruh terhadapkeputusan pembelian pada Nwansa Coffee. Populasi pada penelitian ini merupakan konsumen yangtelah melakukan pembelian pada Nwansa Coffee di DKI Jakarta. Sampel pada penelitian inimenggunakan 153 responden yang dipilih melalui teknik nonprobability sampling dan purposivesampling. Data pada penelitian ini diperoleh melalui sebaran kuesioner yang dianalisismenggunakan metode Partial Least Square (PLS) dan dibantu menggunakan software SmartPLS3.0. Hasil penelitian ini menunjukkan (1) Social media marketing berpengaruh positif dan signifikanterhadap keputusan pembelian dengan koefisien jalur 0,183 (2) Word of mouth berpengaruh positifdan signifikan terhadap keputusan pembelian dengan koefisien jalur 0,213 (3) Store atmosphereberpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien jalur 0,571.Kata Kunci: social media marketing, word of mouth, store atmosphere, keputusan pembelianABSTRACTBased on data obtained from Nwansa Coffee, the sales volume per cup of Nwansa Coffee shows thatsales of Nwansa Coffee are inconsistent or fluctuating. So it can be assumed that there is apurchasing decision problem at Nwansa Coffee. This research is a quantitative research that aimsto find out, prove, analyze that social media marketing, word of mouth, and store atmosphere affectpurchasing decisions at Nwansa Coffee. The population in this study are consumers who have madepurchases at Nwansa Coffee in DKI Jakarta. The sample in this study used 153 respondents whowere selected through nonprobability sampling and purposive sampling techniques. The data in thisstudy were obtained by distributing questionnaires which were analyzed using the Partial LeastSquare (PLS) method and assisted by using SmartPLS 3.0 software. The results of this study indicate(1) Social media marketing has a positive and significant effect on purchasing decisions with 0,183of path coefficient (2) Word of mouth has a positive and significant effect on purchasing decisionswith 0,213 of path coefficient (3) Store atmosphere has a positive and significant effect onpurchasing decisions with 0,571 of path coefficientKeyword: social media marketing, word of mouth, store atmosphere, purchase decision