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All Journal ALEXANDRIA: Journal of Economics, Business, and Entrepreneurship
Handry Sudiartha Athar
University of Mataram
Humanities Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Promosi Media Sosial, Suasana Toko dan Budaya Konsumen Terhadap Keputusan Pembelian Konsumen Kafe di Lombok Timur Pirna Saputri; Handry Sudiartha Athar; Lalu Adi Permadi
ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) Vol. 4 No. 1 (2023): April
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/alexandria.v4i1.437

Abstract

This study aims to determine the effect of social media promotion (X1), store atmosphere (X2), and consumer culture (X3) on purchasing decisions of cafe consumers in East Lombok. Respondents in this study amounted to 110 consumers. The type of research used is associative research with a quantitative approach. The data collection method uses a survey through a questionnaire. The analysis technique used is Multiple Linear Regression using SPSS version 26.0. The results of this study indicate that: (1) Social Media Promotion has no significant effect on the Purchase Decision of Cafe Consumers in East Lombok. (2) Shop Atmosphere has a positive and significant effect on Purchase Decisions of Cafe Consumers in East Lombok. (3) Consumer culture has a positive and significant effect on purchasing decisions of cafe consumers in East Lombok
Co-Authors Lalu Adi Permadi Pirna Saputri