PENGARUH SOCIAL MEDIA, STORE ATMOSPHERE, DAN QUALITY PRODUCT TERHADAP PURCHASE DECISSION

Abstract

This study aims to examine the effect of Social Media, Store Atmosphere and Product Quality on Purchase
Decisions (Survey of Waroenk Andy Sidoarjo Consumers). Social Media is measured through participation and
engagement, openness, conservation, community and connectedness. Store atmosphere is measured through
exterior, general interior, store layout, interior and product quality. Product quality is measured through
performance, features, reliability, conformance to specifications, durability, serviceability, aesthetics, and quality.
Purchasing decisions are measured through the ability of a product, habits in purchasing products, providing
recommendations to others and making repeat purchases. The type of research used in this research is
quantitative research using descriptive method. The population and sample in this study were all customers of
Waroenk Andy Sidoarjo with purposive sampling as a sampling technique. The data analysis method used is
linear multiple analysis with SPSS (Statistical Product and Service Solution) version 22.0 program. The results
of multiple linear analysis show that Social Media has a positive and significant effect on Consumer Purchase
Decisions at Waroenk Andy Sidoarjo. Store Atmosphere has a positive and insignificant effect on Consumer
Purchase Decisions of Waroenk Andy Sidoarjo. Product quality has a positive and significant effect on consumer
purchasing decisions Waroenk Andya Sidoarjo.