Pengaruh Cita Rasa, Promosi melalui Media Sosial, Store Atmosphere, dan Kualitas Pelayanan terhadap Keputusan Pembelian Produk Kopi di Kalamera Coffee Space Medan

Abstract

This reseacrh its a quantitative research that aims to analyzed the effect of exogen latent variables taste (X1), promotion through social media (X2), store atmosphere (X3), service quality (X4), and price (X5) with endogen variable namely purchase decision (Y1). Place of this research was conducted at coffee shop Kalamera Space in Medan with a sampling technique used a purposive sampling and the total respondents is 100. The analysis technique of this research uses descriptive analysis and multiple regression with SPSS software. The results of the analysis show that social media promotion has an influence on purchasing decisions with t value of (2.647) > (1.661) and a significance value of 0.010 < 0.05. Store atmosphere influences purchasing decisions by obtaining t value of (2.773) > (1.661) and a significance value of 0.07 < 0.05. and price influences purchasing decisions with t value of (2.935) > (1.661) and a significance value of 0.04 < 0.05. Taste and quality of service do not influence purchasing decisions in this research.