The influence of store atmosphere, social media marketing, and lifestyle on customer purchase decision at Me& Coffee Works - Wahid Branch, Medan

Tiffany, Tiffany (2022) The influence of store atmosphere, social media marketing, and lifestyle on customer purchase decision at Me& Coffee Works - Wahid Branch, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The development of food and beverage industry rise rapidly, resulting in increasing competitors amongst cafés in Indonesia. Understanding purchase decision is important for company to understand customer need and want, and attract them. Despite the importance, there is a decrease in sales of Me& Coffee Works. Reviews online shows comment on store atmosphere, also lack of social media marketing activities, and change in customers lifestyle influences the purchase decision. The purpose of the research is to determine the influence of store atmosphere, social media marketing, and lifestyle on customer purchase decision at Me& Coffee Works – Wahid Branch, Medan. The research uses quantitative research method. Primary data and secondary data were used by distributing 96 questionnaires to customer who have visited Me& Coffee Works. The research uses nonprobability sampling method with convenience sampling technique. The research use SPSS version 25.0 and has passed validity test, reliability test, normality test, heteroscedasticity test, and multicollinearity test. Determination test shows 49.1 percent influence with multiple linear regression equation of Y = 0.151 + 0.293X1 + 0.180X2 + 0.503X3. The result shows that there is partial and simultaneous influence of store atmosphere, social media marketing, and lifestyle on customer purchase decision at Me& Coffee Works – Wahid Branch Medan. The recommendation is for company to improve music selection, improve social media content and activity, adapt to environment change based on customers interest, and enable effective information search. / Perkembangan industri makanan dan minuman yang pesat mengakibatkan persaingan antar kafe di Indonesia meningkat. Memahami keputusan pembelian penting bagi perusahaan untuk memahami kebutuhan dan keinginan pelanggan, dan menarik mereka. Meski penting, ada penurunan penjualan Me& Coffee Works. Ulasan online menunjukkan komentar tentang atmosfir toko, kurangnya aktivitas pemasaran media sosial, dan perubahan gaya hidup pelanggan mempengaruhi keputusan pembelian. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh store atmosphere, social media marketing, dan lifestyle terhadap keputusan pembelian konsumen di Me& Coffee Works – Wahid Branch, Medan. Penelitian menggunakan metode penelitian kuantitatif. Data primer dan data sekunder digunakan dengan menyebarkan 96 kuesioner kepada pelanggan yang pernah berkunjung ke Me& Coffee Works. Penelitian menggunakan metode nonprobability sampling dan teknik convenience sampling. Penelitian menggunakan SPSS versi 25.0 dan telah lulus uji validitas, uji reliabilitas, uji normalitas, uji heteroskedastisitas, uji multikolinearitas. Uji determinasi menunjukkan pengaruh 49,1 persen dengan persamaan regresi linier berganda Y = 0,151 + 0,293X1 + 0,180X2 + 0,503X3. Hasil penelitian menunjukkan bahwa terdapat pengaruh secara parsial dan simultan store atmosphere, social media marketing, dan lifestyle terhadap keputusan pembelian pelanggan di Me& Coffee Works – Cabang Wahid Medan. Rekomendasinya adalah agar perusahaan meningkatkan pemilihan musik, meningkatkan konten dan aktivitas media sosial, beradaptasi dengan perubahan lingkungan berdasarkan minat pelanggan, dan memungkinkan pencarian informasi yang efektif.

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