Pengaruh Pemasaran Media Sosial, Suasana Toko, Dan Gaya Hidup Terhadap Keputusan Pembelian Pada Konsumen The Hidden Swargi Coffee

Ryandika, Ersa Prisma and , Imronudin, S.E., M.Si., Ph.D (2023) Pengaruh Pemasaran Media Sosial, Suasana Toko, Dan Gaya Hidup Terhadap Keputusan Pembelian Pada Konsumen The Hidden Swargi Coffee. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Coffee is one of the popular drinks in Indonesia. Starting from young people to the elderly, they like this drink which is famous for its black color and bitter taste. It also encourages coffee consumption in the country is quite large. The Hidden Swargi Coffee is always busy with visitors every day, the shop atmosphere owned by this coffee shop is able to attract the attention of visitors. Basically, the lifestyle of the people of Surakarta City has changed, not only making The Hidden Swargi Coffee a place to sell coffee, but making The Hidden Swargi Coffee a place to socialize with friends and also find inspiration for doing office work. or school.Therefore, based on this phenomenon, the researcher focuses this research on examining the influence of social media marketing, store atmosphere, lifestyle on buying interest in consumers of The Hidden Swargi Coffee. Researchers use a quantitative approach. This study aims to examine the effect of social media marketing (X1), lifestyle (X2) and store atmosphere (X3) on purchase intention (Y). This research was conducted on consumers of The Hidden Swargi Coffee. By involving 100 respondents and the technique is a non-probability sampling technique or purposive sampling. Source of data used in this research is primary data. The measurement scale used in this study is 5 Likert scale. Data analysis using Smart PLS 4.0. The analytical method used is outer model analysis (measurement model evaluation) which includes convergent validity test, discriminant validity test, reliability test, multicollinearity test, then inner model analysis (structural model evaluation) which includes coefficient of determinant test (R2), Goodness of Fit (GoF), and Path Coefficient. Based on the results of the analysis found, it can be explained that social media marketing has a positive and significant influence on purchase intention, store atmosphere has a positive and significant influence on purchase intention, lifestyle has a positive and significant influence on purchase intention.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	social media marketing, store atmosphere, lifestyle, purchase intention
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ERSA PRISMA RYANDIKA
Date Deposited:	24 May 2023 03:14
Last Modified:	24 May 2023 03:14
URI:	http://eprints.ums.ac.id/id/eprint/113037

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