Pengaruh Brand Image, Store Atmosphere, dan Social Media Marketing terhadap Keputusan Pembelian J.Co Donuts & Coffee

Authors

  • Erika Sari Rahayu Fakultas Ekonomi Universitas Gunadarma
  • Edy Nursanta Fakultas Ekonomi Universitas Gunadarma

DOI:

https://doi.org/10.59188/jurnalsostech.v3i1.604

Keywords:

Brand Image, Keputusan Pembelian, Social Media Marketing, Store Atmosphere

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image, Store Atmosphere, dan Social Media Marketing terhadap Keputusan Pembelian J.CO Donuts & Coffee. Metode analisis pada penelitian ini menggunakan data primer kuantitatif, tahap uji yang dilakukan adalah uji validitas, reliabilitas, normalitas, heteroskedastisitas, multikolinieritas, regresi linear berganda, koefisien determinasi, uji F dan uji t. Sampel yang diambil pada penelitian ini sebanyak 100 responden. Metode pengambilan sampel pada penelitian ini adalah purposive sampling. Hasil penelitian menunjukkan variabel Brand Image, Store Atmosphere, dan Social Media Marketing secara simultan berpengaruh terhadap Keputusan Pembelian. Variabel Store Atmosphere dan Social Media Marketing berpengaruh terhadap Keputusan Pembelian J.CO Donuts & Coffee secara parsial. Sedangkan variabel Brand Image tidak berengaruh terhadap Keputusan. Variabel Store Atmosphere merupakan variabel yang paling dominan dalam Terhadap Keputusan Pembelian J.CO Donuts & Coffee.

 

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Published

2023-01-19

How to Cite

Sari Rahayu, E., & Nursanta , E. . (2023). Pengaruh Brand Image, Store Atmosphere, dan Social Media Marketing terhadap Keputusan Pembelian J.Co Donuts & Coffee. Jurnal Sosial Teknologi, 3(1), 1–10. https://doi.org/10.59188/jurnalsostech.v3i1.604

Issue

Vol. 3 No. 1 (2023): Jurnal Sosial dan Teknologi

Section

Articles

License

Copyright (c) 2023 Erika Sari Rahayu, Edy Nursanta

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