PENGARUH CITRA MEREK, SOSIAL MEDIA, DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN PADA CAFÉ BABEH STREET SURABAYA

Abstract

This research aimed to examine the effect of barnd image, media social, and store atmosphere on the purchasing decision at Café Babeh Street Surabaya. Brand image in this case was how a brand created from the service of the café staff at Babeh Street Surabaya, meanwhile media social was an information or recent news from café Babeh Street, and store atmosphere was a part of the ambiance created by Café Babeh Street Surabaya.Population of this research used customers’ who have ever visited Café Babeh Street Surabaya. The research sample used accidental sampling method i.e. respondent who were accidentally met with the researcher. Basen on the determine criteria it obtained sample of 100 respondents who were on Café Babef Street Surabaya. The data colletion method used questionnaire and anaylsis method used multiple linear regressions analysis with the application of SPSS 20 (Statistical Product and Service Solution).The result of this research concluded that brand image and store atmosphere gave positive nd significant effect on the purchasing decision, meanwhile media social does not have any significant effect on the purchasing decision.
Keywords: brand image, media social, store atmosphere, purchasing decision.