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All Journal Magna: Journal of Aconomics, Management, and Business
Pamungkas, Alfin Setia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Viral Marketing, Store Atmosphere, and Brand Trust on Purchasing Decisions: (Study at Bahagia Kalibeber Coffee Shop) Pamungkas, Alfin Setia; Efendi, Bahtiar
Journal of Economics, Management, and Business Vol. 4 No. 2 (2025): July 2025
Publisher : UP2MF Fakultas Ekonomi dan Bisnis, Universitas Sains Al-Qur'an (UNSIQ) Jawa Tengah di Wonosobo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32699/magna.v4i2.9979

Abstract

Purpose - The development of coffee shops in Wonosobo has caused competition in the coffee shop business to become increasingly fierce, business actors must of course prepare their business marketing systems properly in order to remain competitive. coffee Happy caliber. Methodology - This research is a quantitative study with a population of 104 people using quantitative data analysis techniques for data collection using questionnaires. Statistical data analysis using multiple regression analysis techniques hypothesis testing using f test and t test. Findings - The results of this study 1. Viral marketing has a significant effect on purchasing decisions at Bahagia Kalibeber coffee shop. 2 store atmosphere has a significant effect on purchasing decisions at Bahagia Kalibeber coffee shops. 3 brand trusts have a significant effect on on purchasing decisions at Bahagia Kalibeber coffee shops.
Co-Authors Bahtiar Efendi