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All Journal Journal of Environmental Economics and Sustainability
Ningsih, Rima
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Economics, Econometrics & Finance Environmental Science Social Sciences

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The Influence of Electronic Word of Mouth, Service Quality, and Cafe Atmosphere on Purchasing Decisions at Zozo Garden Coffeeshop Ningsih, Rima; Rinova, Dora
Journal of Environmental Economics and Sustainability Vol. 2 No. 2 (2025): February
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jees.v2i2.598

Abstract

This research investigates how Electronic Word of Mouth, Service Quality, and Café Atmosphere influence purchasing decisions at Zozo Garden Coffeeshop in Bandar Lampung City. A quantitative approach with descriptive methods was employed, utilizing purposive sampling to select a sample of 96 respondents. Multiple linear regression analysis was used to process the data. Results from the t-test indicate that Electronic Word of Mouth significantly impacts purchasing decisions at Zozo Garden Coffeeshop. Likewise, Service Quality and Café Atmosphere also significantly affect purchasing decisions. The R Square value of 0.708 from the coefficient of determination test suggests that these three variables explain 70.8% of purchasing decisions, with the remaining 29.2% attributable to other factors outside the study's scope.
Co-Authors Dora Rinova