Pengaruh Social Media Marketing, Store Atmosphere dan Lokasi Terhadap Keputusan Pembelian Di Angkringan Jogja Harapan Indah

Abstract

The purpose of this research is to know and analyze the influence of social media marketing, store atmosphere ¸ and the location of purchasing decisions in Angkringan Jogja Harapan Indah. This study discusses the dimensions in the research variables that are examined to determine the effect between variables and objects. This study used quantitative methods through questionnaire survey distributed to 135 respondents who were processed using SPSS version 13.0 with non-probability sampling method. Hypotheses (T-Test) results, social media marketing has significant effect on purchasing decisions. Store atmosphere significantly affects purchasing decisions. The location has significant effect on purchasing decisions. The implications of this study in order to provide an understanding for marketers to pay attention to social media marketing, store atmosphere ¸ and good location, especially Angkringan Jogja Harapan Indah.