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Mahardika, I Gusti Ngurah Agung Hardi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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EXAMINING THE EFFECTS OF SOCIAL MEDIA MARKETING, WORD OF MOUTH, AND STORE ATMOSPHERE ON CONSUMER PURCHASE BEHAVIOR: A CASE OF PAPERMINT COFFEE Mahardika, I Gusti Ngurah Agung Hardi; Anggraini, Ni Putu Nita; Jodi, I Wayan Gede Antok Setiawan
EMAS Vol. 6 No. 12 (2025): EMAS
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36733/emas.v6i12.13233

Abstract

Product superiority can influence purchasing decisions for that product. This study aims to determine the influence of social media marketing, word of mouth, and store atmosphere on purchasing decisions. The research method used was quantitative. The population used was Papermint Coffee consumers and the sample consisted of 102 people. Data analysis techniques used were Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, Multiple Correlation Test, Determination Coefficient, F Test, and t Test. The results of the study show that social media marketing has a positive and significant effect on purchasing decisions, word of mouth has a positive and significant effect on purchasing decisions, and store atmosphere has a positive and significant effect on purchasing decisions. The researcher's suggestion is that Papermint Coffee should recruit employees who are specifically tasked with managing social media so that they can respond quickly to any questions asked through social media, always offer products that consumers need so that consumers are willing to recommend them to others, arrange tables and chairs that are not yet properly arranged, and always offer products that are superior to those of competitors.
Co-Authors Ni Putu Nita Anggraini SETIAWAN JODI, I WAYAN GEDE ANTOK