STORE ATMOSPHERE, RASA, INOVASI DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI SATU TUJUAN KOPI SOLO

(Study Pada Satu Tujuan Kopi Solo)

Abstract

The purpose of this study is toianalyze the variables. Knowing and explaining the
influence of Store Atmosphere, Taste, Product Innovation and Social Media Marketing
on the purchase decision of One Destination Coffee Solo. This research uses quantitative
research with simple random sampling method. The population of all consumers of One
Destination Coffee Solo and the sample used as many as 100 respondents. Partial test (t
test) shows, Store atmosphere has aipositive and significant influence on purchasing
decisions at One Destination Coffee Solo. t count > t table (2,971 > 1,985) and sig value.
of 0.000 is smaller than 0.05, meaning Ho is rejected and Ha is accepted. The taste
variable has a positive and significant influence on purchasing decisions at One
Destination Coffee Solo. From the calculation of t count > t table (6.510 > 1.985) and
sig. of 0.000 is smaller than 0.05, meaning Ho is rejected and Ha is accepted. Product
Innovation variable has a positive and significant influence on purchasing decisions at
One Destination Coffee Solo. From the calculation of t count > t table (2.757 > 1.985)
2
and sig. of 0.000 is smaller than 0.05, meaning Ho is rejected and Ha is accepted. Social
Media Marketing is relatively insignificant to purchasing decisions at One Destination
Coffee Solo. From the calculation of the value of t count < t table (-2,917 < 1.985) and
sig. of 0.000 is smaller than 0.05, meaning Ho is accepted and Ha is rejected.