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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Ananto Basuki
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Decision Sciences, Operations Research & Management

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The Effects of Café Atmosphere, Social Media Marketing, And Electronic Word of Mouth on The Purchase Decision at Nakoa Café Muhsyi, Ufairoh Aqilah; Ananto Basuki
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.22

Abstract

Purpose – This study aims to examine the influence of café atmosphere, social media marketing, and electronic word of mouth (e-WOM) on purchasing decisions at Nakoa Café in Malang City.   Design/methodology/approach – This study employs a quantitative explanatory research design. The population consists of student customers of Nakoa Café in Malang City. Using a non-probability sampling method with a purposive sampling technique, 200 respondents were selected. Data were collected through structured questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 26.   Findings – The results indicate that café atmosphere, social media marketing, and e-WOM each have a positive and significant effect on purchasing decisions. These findings suggest that both physical environmental factors and digital communication strategies play an important role in shaping consumer decision-making in the café industry.   Originality/value – This study contributes to hospitality and digital marketing literature by integrating café atmosphere, social media marketing, and e-WOM as key determinants of purchasing decisions in a competitive café context. The findings provide practical insights for café managers in optimizing both in-store experience and online engagement strategies to enhance consumer purchase behavior.
Co-Authors Muhsyi, Ufairoh Aqilah