Pengaruh Word of Mouth, Brand Awareness, dan Store Atmosphere Terhadap Keputusan Pembelian

Prawira, Bajra Dhira
Arif, Moh. Erfan

Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Vol. 3 No. 1 (2024)

This study aims to determine the effect of word of mouth, brand awareness, and store atmosphere on purchasing decisions at NikiKopi Kepanjen. This type of research is explanatory research which explains the causal relationship between research variables through hypothesis testing. The sampling technique used nonprobability sampling and purposive sampling method. The population in the study were consumers who visited the NikiKopi Kepanjen shop. The sample size used was 150 respondents. Based on the results of testing the three hypotheses, it can be concluded that, the word of mouth variable has a positive and significant effect on the purchasing decision variable, the brand awareness variable has a direct positive effect on the purchasing decision variable, the store atmosphere variable has a positive effect on the purchasing decision variable. In this study, it can be concluded that the variables of word of mouth, brand awareness, and store atmosphere have a positive effect on purchasing decision.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh word of mouth, brand awareness, dan store atmosphere terhadap keputusan pembelian pada NikiKopi Kepanjen. Jenis penelitian yaitu penelitian eksplanatori yang menjelaskan hubungan kausal antar variabel penelitian melalui pengujian hipotesis. Teknik pengambilan sampel menggunakan nonprobability sampling dan metode purposive sampling. Populasi dalam penelitian merupakan konsumen yang mengunjungi kedai NikiKopi Kepanjen. Ukuran sampel yang digunakan adalah 150 responden. Analisis data menggunakan alat analisis IBM SPSS 25. Berdasarkan dari hasil pengujian terhadap ketiga hipotesis dapat disimpulkan bahwa, variabel word of mouth memiliki pengaruh positif dan signifikan terhadap variabel keputusan pembelian, variabel brand awareness memiliki pengaruh positif secara langsung terhadap variabel keputusan pembelian, variabel store atmosphere berpengaruh positif terhadap variable keputusan pembelian. Dalam penelitian ini dapat disimpulkan bahwa variabel word of mouth, brand awareness, dan store atmosphere berpengaruh secara positif variabel keputusan pembelian.