Pengaruh Promosi Media Sosial, Suasana Toko dan Budaya Konsumen Terhadap Keputusan Pembelian Konsumen Kafe di Lombok Timur

Authors

Pirna Saputri , Handry Sudiartha Athar , Lalu Adi Permadi

DOI:

10.29303/alexandria.v4i1.437

Published:

2023-04-30

Issue:

Vol. 4 No. 1 (2023): April

Keywords:

Social Media Promotion, Store Atmosphere, Consumer Culture, Buying decision

Articles

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How to Cite

Saputri, P., Athar, H. S. ., & Permadi, L. A. . (2023). Pengaruh Promosi Media Sosial, Suasana Toko dan Budaya Konsumen Terhadap Keputusan Pembelian Konsumen Kafe di Lombok Timur. ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship), 4(1), 1–4. https://doi.org/10.29303/alexandria.v4i1.437

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Abstract

This study aims to determine the effect of social media promotion (X1), store atmosphere (X2), and consumer culture (X3) on purchasing decisions of cafe consumers in East Lombok. Respondents in this study amounted to 110 consumers. The type of research used is associative research with a quantitative approach. The data collection method uses a survey through a questionnaire. The analysis technique used is Multiple Linear Regression using SPSS version 26.0. The results of this study indicate that: (1) Social Media Promotion has no significant effect on the Purchase Decision of Cafe Consumers in East Lombok. (2) Shop Atmosphere has a positive and significant effect on Purchase Decisions of Cafe Consumers in East Lombok. (3) Consumer culture has a positive and significant effect on purchasing decisions of cafe consumers in East Lombok

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Author Biographies

Pirna Saputri, Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Mataram

Handry Sudiartha Athar, University of Mataram

Lalu Adi Permadi, University of Mataram

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Copyright (c) 2023 Pirna Saputri, Handry Sudiartha Athar, Lalu Adi Permadi

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