Ramadhani, Putri Novianti (2026) PENGARUH STORE ATMOSPHERE DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI DI EMDICAFE MAGETAN. S1 thesis, Universitas PGRI Madiun.
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Abstract
Putri Novianti Ramadhani. 2026. The Influence of Store Atmosphere and Electronic Word of Mouth (E-WOM) on Purchase Decisions through Purchase Intention at EmdiCafe Magetan. Advisors: (1) Dian Citaningtyas Ari Kadi, S.E., M.M.; (2) Ahmad Nur Aziz, S.Pd., M.Ak. The development of digital technology and the increasing culture of coffee consumption have driven increasingly fierce competition in the cafe business. In this condition, store atmosphere and electronic word of mouth (E-WOM) have become important factors that can influence consumer purchasing decisions. This study aims to analyze the influence of store atmosphere and E-WOM on purchasing decisions through purchase intention at EmdiCaffe Magetan. The study used a quantitative approach with a sample of 207 respondents who had made purchases at EmdiCaffe Magetan. The sampling technique used purposive sampling, while data analysis was carried out using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method using SmartPLS 4.0. The results showed that store atmosphere and E-WOM had a positive and significant effect on purchasing decisions. Purchase intention was also proven to have a positive and significant effect on purchasing decisions. However, store atmosphere and E-WOM only had a positive butinsignificant effect on purchase intention. In addition, purchase intention was unable to mediate the influence of store atmosphere and E-WOM on purchasing decisions. These findings indicate that EmdiCaffe Magetan consumers tend to make purchasing decisions directly based on the cafe's atmosphere and digital information received, without developing strong purchasing intentions. Therefore, management is advised to improve the cafe's atmosphere, optimize social media management, and maintain product and service quality to enhance consumer purchasing decisions. Keywords: store atmosphere, electronic word of mouth (E-WOM), purchase interest, purchase decision
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | store atmosphere; electronic word of mouth (E-WOM); minat beli; keputusan pembelian; store atmosphere; electronic word of mouth (E-WOM); purchase interest; purchase decision |
| Subjects: | A Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | RAMADHANI NOVIANTI PUTRI |
| Date Deposited: | 22 Oct 2026 08:27 |
| Last Modified: | 22 Oct 2026 08:27 |
| URI: | http://eprint.unipma.ac.id/id/eprint/10602 |
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