PENGARUH STORE ATMOSPHERE, VARIAN MENU DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING PADA PARATAMU COFFEE MADIUN

SAPUTRI, MARINI DWI (2025) PENGARUH STORE ATMOSPHERE, VARIAN MENU DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING PADA PARATAMU COFFEE MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to analyze the influence of Store Atmosphere, Menu Variety, and Social Media Promotion towards Purchase Decisions, with Purchase Intention as an intervening variable at Paratamu Coffee Madiun. This study used a quantitative approach with a survey method of 384 respondents who are Paratamu Coffee consumers. The data analysis technique used was path analysis with the help of SPSS Version 25 software. The results show that Store Atmosphere, Menu Variety, and Social Media Promotion had a positive and significant effect towards purchase intention and decisions. Purchase intention was also shown to mediate the relationship between the three independent variables and purchase decisions. In conclusion, store environment factors, product diversity, and digital promotion strategies play an important role in shaping consumer behavior. Keywords: Store Atmosphere, Menu Variety, Social Media Promotion, Purchase Intention, Purchase Decisions.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Store Atmosphere. Varian Menu. Promosi Media Sosial. Minat Beli. Keputusan Pembelian
Subjects: A Social Sciences > HA Statistics
A Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: SAPUTRI DWI MARINI
Date Deposited: 22 Oct 2025 04:17
Last Modified: 22 Oct 2025 04:17
URI: http://eprint.unipma.ac.id/id/eprint/5703

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