THE EFFECT OF STORE ATMOSPHERE, SOCIAL MEDIA MARKETING, AND LIFESTYLE ON PURCHASE DECISIONS ON CONSUMERS OF THE ALLEYWAY CAFE

Ni Made Indri Pratiwi, Ni Nyoman Kerti Yasa

Abstract


The purpose of this study is to explain the effect of store atmosphere, social media marketing and lifestyle on purchase decisions on the consumers of The Alleyway Cafe. The sampling method used is non-probability sampling. The number of samples is 105 respondents. Data collection is carried out by distributing questionnaires to consumers of The Alleyway Cafe. The data analysis technique used is Multiple Linear Regression Analysis with Statistical Package for Social Sciences (SPSS) version 24.0 for Windows. The results of the study showed that variable of store atmosphere had a positive and significant effect on purchasing decisions. Likewise, social media marketing and lifestyle have positive and significant effect on purchasing decisions. Therefore, it is important for The Alleyway Cafe to improve store atmosphere, social media marketing and lifestyle to increase customer purchasing decisions.

 

Article visualizations:

Hit counter

DOI

Keywords


store atmosphere, social media marketing, lifestyle, purchase decisions

Full Text:

PDF

References


An’nisa, Vita (2016). Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Konsumen Cafe Little Wings di Bandung Tahun 2016. e-Proceeding of Applied Science, Vol. 2, No. 2, pp. 475-500.

Caecilia, P. M., Kindangen, P., & Tumewu, F. (2017). The Effect of Maybelline Social Media Marketing (Facebook, YouTube, Instagram) on Consumer Purchase Decision (Case Study: Sam Ratulangi University Students). Jurnal EMBA, Vol. 5, No. 3, pp. 3855-3864.

Dharma, P. G. K., & Kusumadewi, N. M. W. (2018). Peran Emosi Memediasi Pengaruh Store Atmosphere Terhadap Perilaku Pembelian di Karakter Kopi. E-Jurnal Manajemen Unud, Vil 7, No. 12, pp. 6815-6841

Ekasari, N., & Hartono, R. (2015). Pengaruh Faktor-Faktor Gaya Hidup Konsumen Terhadap Keputusan Pembelian Laptop Apple. Digest Marketing, Vol.1, No. 1, pp. 65-72.

Fauzi, Ahmad., Punia, I. N., & Kamajaya, G. (2017). Budaya Nongkrong Anak Muda Di Kafe (Tinjauan Gaya Hidup Anak Muda Di Kota Denpasar). Jurnal Ilmiah Sosiologi (SOROT), Vol.1, No. 1

Fikri, M. Z., & Mulazid, A. S. (2018). Pengaruh Brand Image, Lokasi dan Store Atmosphere Terhadap Proses Keputusan Pembelian Konsumen Pada Minimarket “Kedai Yatim”. Jurnal Syarikah, Vol. 4, No.1, pp. 22-32.

Gupta, Ms. Vandana. (2016). Impact of Social Media on Purchase Decision Making of Customers. International Journal on Global Business Management and Research, Vol. 5, No. 2, pp. 73-85.

Hanaysha, Jalal Rajeh (2018). An Examination of Factors Affecting Consumer’s Purchase Decision in the Malaysian Retail Market. Emeraldinsight, Vol. 2, No. 1, pp. 7-23.

Herawaty, T., Tresna, P. W., & Hatiqah (2019). The Influence of Lifestyle on The Process Decision (A Study on Android Users Community. Review of Integrative Business and Economics Research, Vol. 8, No. 2, pp. 344-351.

Jaya, H. S., & Suparna, G. (2018). Pengaruh Atmosfer Toko, Kesesuaian Harga Terhadap Keputusan Pembelian Pada Temday Store Denpasar. e-jurnal Manajemen Unud, Vol. 7, No. 6, pp. 2887-2912.

Khalik, M. Y. N., & Permatasari, I. R. (2018). Pengaruh Motivasi Pembelian dan Gaya Hidup Konsumen Terhadap Keputusan Pembelian di Distro Overtoun Malang. Jurnal Aplikasi Bisnis, Vol. 4, No. 2, pp. 419-422.

Kristiani, Paulina, & Dharmayanti, D. (2017). Pengaruh Social Media Marketing Terhadap Variabel Intervening Perceived Service Quality dan Brand Image Pada Industri Fast Food Restaurant di Surabaya. Jurnal Petra Business and Management Review, Vol. 3, No. 1, pp. 41-52.

Mileva, L., & Achmad Fauzi D. H. (2018). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian (Survei Online pada Mahasiswa Sarjana Jurusan Ilmu Administrasi Bisnis Angkatan 2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Starbucks Menggunakan LINE). Jurnal Administrasi Bisnis (JAB), Vol. 58, No. 1, pp. 190-199.

Mowen, C. John., & Michael Minor. (2002). Perilaku Konsumen. Jakarta: Erlangga.

Putri, C. S. (2016). Pengaruh Media Sosial Terhadap Keputusan Pembelian Konsumen Cherie Melalui Minat Beli. Performa: Jurnal Manajemen dan Start-Up Bisnis, Vol. 1, No. 5, pp. 594-603.

Putri, L. H., Kumadji, S., & Kusumawati, A. (2014). Pengaruh Store Atmosphere Terhadap Keputusan Pembelian dan Kepuasan Pelanggan (Studi pada Monopoli Cafe and Resto Soekarno Hatta Malang). Jurnal Administrasi Bisnis (JAB), Vol. 15, No. 2, pp. 1-9

Rahmadika, N. A., & Kristianingsih, T. (2018). Pengaruh Brand Image dan Gaya Hidup Terhadap Keputusan Pembelian Jeans Levi’s (Studi Pada Mahasiswa aktif DIV Manajemen Pemasaran Jurusan Administrasi Niaga Politeknik Negeri Malang Tahun Akademik 2017/2018). JAB:Jurnal Aplikasi Bisnis, Vol. 4, No. 2, pp. 301-305.

Sari, L. P., Suryoko., Sri, & Widiartanto (2016). Pengaruh Store Image, Store Atmospherics, dan Store Theatrics Terhadap Keputusan Pembelian pada Kedai Amarta Semarang. Jurnal Administrasi Bisnis, Vol. 5, No. 2, pp. 18-28.

Sugiyono (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D. Bandung: CV. Alfabeta.

______. (2017). Metode Penelitian Administratif Dilengkapi dengan Metode R&D. Bandung: CV. Alfabeta.

Tansala, D., Tumbel, T. M., & Walangitan, O. F. C. (2019). Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Di Gramedia Manado. Jurnal Administrasi Bisnis, Vol. 8, No. 1, pp. 21-27.

Wijaya, D. N., Sunarti., & Pangestuti, E. (2018). Pengaruh Gaya Hidup dan Motivasi Terhadap Keputusan Pembelian (Survei pada Konsumen Starbucks, Kota Malang). Jurnal Administrasi Bisnis (JAB), Vol. 55, No. 2, pp. 75-83.




DOI: http://dx.doi.org/10.46827/ejmms.v0i0.702

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Ni Made Indri Pratiwi, Ni Nyoman Kerti Yasa

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.

Copyright © 2015-2018. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing GroupAll rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and  Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.