<![CDATA[Purpose – This study aims to examine the effects of social media marketing and store atmosphere on customer purchase intention at Bromelia Coffee, a nature-themed coffee shop located in Puncak Cisarua, Bogor. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected from 120 Bogor residents selected through a purposive sampling technique. The data were obtained using a Likert-scale questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics 27 after conducting validity, reliability, and classical assumption tests. Findings – The results indicate that social media marketing and store atmosphere both have positive and significant effects on purchase intention. Social media marketing demonstrates a significant influence on purchase intention (β = 0.312, t = 6.473, p < 0.001), while store atmosphere also shows a significant effect (β = 0.294, t = 4.282, p < 0.001). Together, these variables explain 68.6% of the variance in purchase intention (Adjusted R² = 0.686). Originality/Value – This study contributes to coffee shop and consumer behavior literature by simultaneously examining digital marketing factors and physical experiential factors in influencing purchase intention within the context of an Indonesian nature-themed coffee shop. The findings provide practical insights for coffee shop managers regarding the optimization of social media content strategies and store atmosphere design to strengthen customer purchase intention and improve business performance.]]>
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