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All Journal MUARA EKONOMI : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis
Magdalena Stevani Nova
Universitas Cokroaminoto Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Display Produk, Store Atmosphere, dan Keterlibatan Media Sosial terhadap Keputusan Pembelian Produk Kosmetik Emina Pada Mahasiswi NTT Manggarai Barat di Yogyakarta Magdalena Stevani Nova; Heri Prasetyo
MUARA EKONOMI : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis Vol. 2 No. 3 (2026): Juli : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis
Publisher : CV Muara Edukasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64365/muanomi.v2i3.503

Abstract

This study aims to analyze the influence of product display, store atmosphere, and social media engagement on the purchase decisions of Emina cosmetic products among female university students from East Nusa Tenggara (NTT), particularly West Manggarai Regency, studying in Yogyakarta. This research uses a quantitative approach with an explanatory research method. The sample consisted of 150 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 27. The results indicate that product display, store atmosphere, and social media engagement have a positive and significant effect on purchase decisions. Store atmosphere is the most dominant variable with a standardized beta value of 0.302. Simultaneously, the three variables significantly influence purchase decisions, with an R Square value of 0.524, indicating that they explain 52.4% of the variation in purchase decisions. This study highlights the importance of integrating physical store strategies and social media engagement to strengthen young consumers’ purchase decisions
Co-Authors Heri Prasetyo