Pengaruh Store Atmosphere dan Social Media Marketing Terhadap Minat Beli Pelanggan Kpopers pada Sodam Café dan Studio Setiabudi Medan

Abstract

The research was conducted at Sodam Café and Studio with the aim of identifying and analyzing the simultaneous and partial effects of Store Atmosphere and Social Media Marketing on the purchasing interest of K-pop fans. The population in this study consisted of customers of Sodam Café and Studio. The sampling technique used was nonprobability sampling with a purposive sampling approach. Data collection was conducted through the distribution of questionnaires and using multiple linear regression analysis techniques with SPSS 27. The results of this study indicate Y = 19.332 + 0.007 X1 + 0.462X2 and an R² value of 0.450 or 45%. The t-test results for the Store Atmosphere variable on customer purchase interest yielded a significance of 0.886 > 0.05 and a calculated t-value (0.144) < table t-value (1.976). The t-test results for the Social Media Marketing variable on customer Purchase Interest yielded a significance level of 0.000 < 0.05 and t-calculated (10.959) > t-table (1.976). The results of the study indicate that the variables Store Atmosphere and Social Media Marketing partially influence purchase intention. With an R2 contribution of 45%, purchase intention is influenced by the variables Store Atmosphere and Social Media Marketing, while the remaining 55% is influenced by other variables.