PENGARUH DIGITAL MARKETING DAN SRTORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI DI COFFE SHOP MADIUN (Studi Kasus Pada Coffee Shop Kolam.Co Kota Madiun)

ADEPUTRI, ANISA SEPTIANA (2024) PENGARUH DIGITAL MARKETING DAN SRTORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI DI COFFE SHOP MADIUN (Studi Kasus Pada Coffee Shop Kolam.Co Kota Madiun). S1 thesis, UNIVERSITAS PGRI MADIUN.

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Abstract

ABSTRACT This study aimed to determine the influence of digital marketing and store atmosphere towards purchasing decisions through purchase interest in Madiun Coffee Shop (Case study at Kolam.Co Coffee Shop, Madiun City). This type of research used quantitative with a total of 384 respondents from Kolam.Co Coffee Shop, Madiun City. Data analysis used was path analysis with PLS application. The results of the study show: 1) digital marketing has a positive and significant effect towards purchase interest; 2) store atmosphere has a positive and significant effect towards purchase interest; 3) digital marketing has a positive and significant effect towards purchase decisions; 4) store atmosphere has a positive and significant effect towards Purchase Decisions; 5) purchase interest has a positive and significant effect towards Purchase Decisions; 6) digital marketing has a positive and significant effect towards purchasing decisions through purchase interest; 7) store atmosphere has a positive and significant effect towards purchasing decisions through purchase interest, Keywords: Digital Marketing, Store Atmosphere, Purchasing Decisions, Purchase Interest

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Keywords: Digital Marketing, Store Atmosphere, Purchasing Decisions, Purchase Interest.
Subjects:	A Social Sciences > HB Economic Theory A Social Sciences > HC Economic History and Conditions A Social Sciences > HM Sociology A Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADEPUTRI SEPTIANA ANISA
Date Deposited:	07 Oct 2024 05:21
Last Modified:	07 Oct 2024 05:21
URI:	http://eprint.unipma.ac.id/id/eprint/2170

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