Pengaruh Social Media Marketing Instagram, Store Atmosphere dan Dining Service Quality Terhadap Keputusan Pembelian di Floc.co Dewa Ruci Medan

Abstract

This study aims to determine and analyze the influence of Social Media Marketing on Instagram, Store Atmosphere, and Dining Service Quality on Purchase Decisions at Floc.co Dewa Ruci Medan. This research is associative in nature with a quantitative approach. The population in this study consists of consumers who have made direct purchases at Floc.co Dewa Ruci Medan. A total of 97 respondents were selected using a non-probability sampling technique with purposive sampling. The data analysis technique used is multiple linear regression, assisted by SPSS version 26. The results of the study show that simultaneously, Social Media Marketing, Store Atmosphere, and Dining Service Quality have a positive and significant influence on Purchase Decisions. Partially, each of these variables also has a positive and significant effect on Purchase Decisions at Floc.co Dewa Ruci Medan. The coefficient of determination indicates that these three independent variables are able to explain 72.7% of the variation in Purchase Decisions, while the remaining 27.3% is influenced by other variables not examined in this study.