Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Academia Open
Rachma Annisa Firdaus
Universitas Muhammadiyah Sidoarjo
Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Physics Social Sciences Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Driving Purchasing Decisions: Digital Marketing, Brand Image, and Store Atmosphere at Gazebo Jamur Rachma Annisa Firdaus; Dewi Komala Sari
Academia Open Vol 7 (2022): December
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (232.207 KB) | DOI: 10.21070/acopen.7.2022.2922

Abstract

This study aimed to investigate the influence of digital marketing, brand image, and store atmosphere on purchasing decisions at Gazebo Jamur, a restaurant in Sidoarjo. A quantitative research approach was employed, utilizing a non-probability sampling method called purposive sampling. The sample consisted of 100 respondents who had purchased and dined at Gazebo Jamur. Data analysis was performed using multiple linear regression through SPSS version 25. The findings revealed significant effects of digital marketing, brand image, and store atmosphere on purchasing decisions at Gazebo Jamur. These results highlight the importance of these factors in shaping consumer behavior and emphasize the need for businesses to strategically manage their digital marketing efforts, maintain a positive brand image, and create an inviting store atmosphere to enhance purchasing decisions. Highlights: The study examines the impact of digital marketing, brand image, and store atmosphere on purchasing decisions at Gazebo Jamur in Sidoarjo. The research employs a quantitative approach with 100 respondents using purposive sampling. Results indicate significant effects of digital marketing, brand image, and store atmosphere on purchasing decisions, emphasizing the importance of these factors for businesses in shaping consumer behavior. Keywords: Digital marketing, Brand image, Store atmosphere, Purchase decisions, Gazebo Jamur.
Co-Authors Dewi Komala Sari