Effect Of Store Atmosphere, Service Quality, And Digital Marketing On Purchasing Decisions On Consumers Of Coffee Drinking Medan Johor

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Introduction

The success of a cafe is heavily dependent on its ability to provide good service to consumers. A satisfying service will encourage consumers to make repeated purchases and even recommend cafes to others. In this context, consumer purchasing decisions are influenced by several factors, including store atmosphere, service quality, and digital marketing. This study aims to analyze the effect of atmosphere stores, service quality, and digital marketing on purchasing decisions on coffee cafe consumers in Medan Johor.

Methodology

This study employed a quantitative research approach with an associative method. The sampling technique used was purposive sampling, involving 84 respondents. Primary data was obtained through the distribution of questionnaires, while secondary data was collected through literature studies. The data analysis methods used include validity tests, reliability tests, classical assumptions tests, multiple linear regression analysis, and hypothesis tests.

Results

The results showed that the atmosphere store did not have a partial significant effect on purchasing decisions. However, when analyzed simultaneously with other variables, Store atmosphere contributes to purchasing decisions. Conversely, the quality of service and digital marketing shows a significant effect both partially and together on consumer purchasing decisions at Medan Johor Coffee Drinking Cafe.

Furthermore, the coefficient of determination test shows a fairly close relationship between Store atmosphere, service quality, and digital marketing to purchasing decisions with a R value of 0.604. This shows that the three variables have a significant influence, although there are still 65.9% of purchasing decisions that are influenced by other factors that are not discussed in this study. Adjusted R Square values ​​show that the Store Atmosphere (X1) variable, service quality (X2), and Digital Marketing (X3) can explain the purchase decision variable (Y) of 34.1%.

Additional Analysis and Explanation

The Role of Store Atmosphere

The presence of attractive Atmosphere stores can indeed create a pleasant shopping experience for consumers. Although this study found that the Store atmosphere did not have a partial significant influence, this could be caused by the many external factors such as the location of the cafe, layout, and interior design that might not be measured in depth in this study. Therefore, it is essential for the cafe owner to continue to pay attention to the atmosphere of the store to increase the attractiveness for customers.

The Importance of Service Quality

Good service quality is a key factor in building long-term relationships with consumers. When customers feel they are served well, they tend to return and recommend cafes to others. This shows the importance of employee training in providing satisfying services and handling customer complaints appropriately.

The Impact of Digital Marketing

Digital marketing also plays an equally important role. In the current era of information technology, the use of social media and other online platforms can expand market reach and attract more consumers. Cafes that are active on social media are able to build a fan community and get valuable feedback from consumers. Therefore, effective digital marketing strategies can accelerate consumer purchasing decisions.

Conclusion

Overall, this research provides valuable insights for cafe owners in Medan Johor to understand the factors that influence purchasing decisions. By understanding the role of Store atmosphere, service quality, and digital marketing, cafe owners can formulate a better strategy to increase customer satisfaction and brand loyalty.

Recommendations

Based on the findings of this study, the following recommendations are made:

  • Cafe owners should pay attention to the atmosphere of the store to increase its attractiveness for customers.
  • Employee training is essential to provide satisfying services and handle customer complaints appropriately.
  • Digital marketing strategies should be implemented to expand market reach and attract more consumers.
  • Cafe owners should build a fan community on social media to get valuable feedback from consumers.

Limitations

This study has several limitations, including:

  • The sample size was relatively small, which may not be representative of the entire population.
  • The study only focused on coffee cafe consumers in Medan Johor, which may not be generalizable to other regions or industries.
  • The study did not measure other external factors that may influence purchasing decisions, such as location and interior design.

Future Research Directions

Future research should aim to:

  • Investigate the impact of other external factors on purchasing decisions, such as location and interior design.
  • Examine the role of digital marketing in other industries or regions.
  • Develop a more comprehensive model of purchasing decisions that incorporates multiple variables.

By understanding the factors that influence purchasing decisions, cafe owners can formulate a better strategy to increase customer satisfaction and brand loyalty. This study provides valuable insights for cafe owners in Medan Johor to improve their business and stay competitive in the market.

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the effect of store atmosphere, service quality, and digital marketing on purchasing decisions on coffee cafe consumers in Medan Johor.

Q: What research method was used in this study?

A: This study employed a quantitative research approach with an associative method. The sampling technique used was purposive sampling, involving 84 respondents.

Q: What are the key findings of this study?

A: The key findings of this study are:

  • Store atmosphere does not have a partial significant effect on purchasing decisions.
  • However, when analyzed simultaneously with other variables, Store atmosphere contributes to purchasing decisions.
  • Service quality and digital marketing show a significant effect both partially and together on consumer purchasing decisions at Medan Johor Coffee Drinking Cafe.

Q: What is the coefficient of determination test, and what does it show?

A: The coefficient of determination test shows a fairly close relationship between Store atmosphere, service quality, and digital marketing to purchasing decisions with a R value of 0.604. This shows that the three variables have a significant influence, although there are still 65.9% of purchasing decisions that are influenced by other factors that are not discussed in this study.

Q: What is the adjusted R Square value, and what does it show?

A: The adjusted R Square value shows that the Store Atmosphere (X1) variable, service quality (X2), and Digital Marketing (X3) can explain the purchase decision variable (Y) of 34.1%.

Q: What are the implications of this study for cafe owners?

A: The implications of this study for cafe owners are:

  • Cafe owners should pay attention to the atmosphere of the store to increase its attractiveness for customers.
  • Employee training is essential to provide satisfying services and handle customer complaints appropriately.
  • Digital marketing strategies should be implemented to expand market reach and attract more consumers.
  • Cafe owners should build a fan community on social media to get valuable feedback from consumers.

Q: What are the limitations of this study?

A: The limitations of this study are:

  • The sample size was relatively small, which may not be representative of the entire population.
  • The study only focused on coffee cafe consumers in Medan Johor, which may not be generalizable to other regions or industries.
  • The study did not measure other external factors that may influence purchasing decisions, such as location and interior design.

Q: What are the future research directions based on this study?

A: The future research directions based on this study are:

  • Investigate the impact of other external factors on purchasing decisions, such as location and interior design.
  • Examine the role of digital marketing in other industries or regions.
  • Develop a more comprehensive model of purchasing decisions that incorporates multiple variables.

Q: What are the practical implications of this study for marketing managers?

A: The practical implications of this study for marketing managers are:

  • Marketing managers should consider the store atmosphere, service quality, and digital marketing when developing marketing strategies.
  • Marketing managers should use social media to build a fan community and get valuable feedback from consumers.
  • Marketing managers should implement digital marketing strategies to expand market reach and attract more consumers.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are:

  • The study contributes to the existing literature on the effect of store atmosphere, service quality, and digital marketing on purchasing decisions.
  • The study provides a better understanding of the factors that influence purchasing decisions.
  • The study has implications for the development of marketing theories and models.