KHOIRUNNAJAA, FARAH (2025) PENGARUH STORE ATMOSPHERE, E-WOM, DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN (STUDI EMPIRIS PADA KONSUMEN SYAM WARUNG CAPING GUNUNG KECAMATAN WUNGU KABUPATEN MADIUN). S1 thesis, Universitas PGRI Madiun.
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Abstract
This study aims to analyze the influence of store atmosphere, e-WOM, and social media marketing towards purchasing decisions among consumers of Syam Warung Caping Gunung, located in Wungu District, Madiun Regency. The phenomenon and development of digital marketing and the importance of the business atmosphere are the background to the need for this study, particularly in the context of stalls that embrace a traditional yet modern concept. This study used a quantitative approach with a survey method through the distribution of questionnaires to 384 respondents. The data obtained were analyzed using multiple linear regression and processed using SPSS. The results show that store atmosphere, e-WOM, and social media marketing have a positive and significant influence towards purchasing decisions. These findings indicate that an integrated marketing strategy that combines a comfortable stall atmosphere, positive customer reviews, and effective use of social media marketing can increase consumer purchasing interest. In addition, it shows: (1) Store Atmosphere (2) E-WOM has a positive and significant effect towards purchasing decisions (3) Social Media Marketing has a positive and significant effect towards purchasing decisions.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Store Atmosphere, E-WOM, Social Media Marketing |
| Subjects: | A Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | FARAH KHOIRUNNAJAA FARAH |
| Date Deposited: | 21 Oct 2025 05:34 |
| Last Modified: | 21 Oct 2025 05:34 |
| URI: | http://eprint.unipma.ac.id/id/eprint/5696 |
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