Pengaruh Social Media Marketing, Word of Mouth Dan Store Atmosphere Terhadap Keputusan Pembelian Pada Nwansa Coffee

Abstract

ABSTRAK
Berdasarkan data yang diperoleh dari Nwansa Coffee, volume penjualan per cup Nwansa Coffee
memperlihatkan bahwa penjualan Nwansa Coffee tidak konsisten atau fluktuatif. Maka dapat
diasumsikan terdapat permasalahan keputusan pembelian pada Nwansa Coffee. Penelitian ini
merupakan penelitian kuantitatif yang bertujuan untuk mengetahui, membuktikan, menganalisis
bahwa social media marketing, word of mouth, dan store atmosphere berpengaruh terhadap
keputusan pembelian pada Nwansa Coffee. Populasi pada penelitian ini merupakan konsumen yang
telah melakukan pembelian pada Nwansa Coffee di DKI Jakarta. Sampel pada penelitian ini
menggunakan 153 responden yang dipilih melalui teknik nonprobability sampling dan purposive
sampling. Data pada penelitian ini diperoleh melalui sebaran kuesioner yang dianalisis
menggunakan metode Partial Least Square (PLS) dan dibantu menggunakan software SmartPLS
3.0. Hasil penelitian ini menunjukkan (1) Social media marketing berpengaruh positif dan signifikan
terhadap keputusan pembelian dengan koefisien jalur 0,183 (2) Word of mouth berpengaruh positif
dan signifikan terhadap keputusan pembelian dengan koefisien jalur 0,213 (3) Store atmosphere
berpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien jalur 0,571.
Kata Kunci: social media marketing, word of mouth, store atmosphere, keputusan pembelian
ABSTRACT
Based on data obtained from Nwansa Coffee, the sales volume per cup of Nwansa Coffee shows that
sales of Nwansa Coffee are inconsistent or fluctuating. So it can be assumed that there is a
purchasing decision problem at Nwansa Coffee. This research is a quantitative research that aims
to find out, prove, analyze that social media marketing, word of mouth, and store atmosphere affect
purchasing decisions at Nwansa Coffee. The population in this study are consumers who have made
purchases at Nwansa Coffee in DKI Jakarta. The sample in this study used 153 respondents who
were selected through nonprobability sampling and purposive sampling techniques. The data in this
study were obtained by distributing questionnaires which were analyzed using the Partial Least
Square (PLS) method and assisted by using SmartPLS 3.0 software. The results of this study indicate
(1) Social media marketing has a positive and significant effect on purchasing decisions with 0,183
of path coefficient (2) Word of mouth has a positive and significant effect on purchasing decisions
with 0,213 of path coefficient (3) Store atmosphere has a positive and significant effect on
purchasing decisions with 0,571 of path coefficient
Keyword: social media marketing, word of mouth, store atmosphere, purchase decision