PENGARUH SOCIAL MEDIA MARKETING DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING PADA KONSUMEN KOLAM. CO COFFEE DI MADIUN

Avionica, Windy Jessy (2026) PENGARUH SOCIAL MEDIA MARKETING DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING PADA KONSUMEN KOLAM. CO COFFEE DI MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to analyze the effect of Social Media Marketing and Store Atmosphere on Purchase Decision through Purchase Intention as an intervening variable among consumers of Kolam.Co Coffee in Madiun. This research is based on the increasing competition in the coffee shop business, which requires business owners to implement effective digital marketing strategies and create a comfortable atmosphere to increase consumer purchase intention and purchase decisions. This study uses a quantitative approach. The sample consisted of 185 respondents selected using purposive sampling technique. Data collection was conducted through questionnaires distributed to Kolam.Co Coffee consumers. The data analysis technique used Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the assistance of SmartPLS software. The results showed that Social Media Marketing has a positive and significant effect on Purchase Intention. Store Atmosphere has a positive and significant effect on Purchase Intention. Social Media Marketing has a positive and significant effect on Purchase Decision. Store Atmosphere has a positive and significant effect on Purchase Decision. Purchase Intention has a positive and significant effect on Purchase Decision. Furthermore, Purchase Intention is able to positively and significantly mediate the effect of Social Media Marketing and Store Atmosphere on Purchase Decision among Kolam.Co Coffee consumers.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Social Media Marketing, Store Atmosphere, Purchase Intention, Purchase Decision, SEM-PLS.
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	AVIONICA JESSY WINDY
Date Deposited:	26 Oct 2026 04:40
Last Modified:	26 Oct 2026 04:40
URI:	http://eprint.unipma.ac.id/id/eprint/10706

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