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All Journal Neraca Manajemen, Akuntansi, dan Ekonomi
Kiki Maulana Kurniawan
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Economics, Econometrics & Finance Environmental Science

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PENGARUH DIGITAL MARKETING, STORE ATMOSPHERE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN ( Studi Kasus Pada Coffee KOVII ) Kiki Maulana Kurniawan; Nur Hidayati; Aprilia Dian Evasari
Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi Vol. 15 No. 7 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v15i7.11478

Abstract

This research analyzes the influence digital marketing, store atmosphere and service quality on purchasing decisions (case study in Coffee Kovii), Kediri City. Quantitative methods were used with a sample of 85 consumers taken randomly Incidental Sampling. Data was collected through questionnaires and analyzed using validity, reliability, classical assumptions, multiple linear regression, R², t test and f test. The results of this research show that digital marketing partially has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Store atmosphere partially has a significant effect on purchasing decisions with a significance value of 0.001 < 0.05. Service quality partially has a significant effect on purchasing decisions with a significance value of 0.000 <0.05. Whereas digital marketing, store atmosphere and service quality simultaneously has a significant effect on purchasing decisions with a significance value of 0.000 <0.05.
Co-Authors Aprilia Dian Evasari Nur Hidayati