<![CDATA[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.]]>
Copyrights © 2025
