PENGARUH ATMOSFER TOKO DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA EMPAT-EMPAT COFFEE DI KOTA MAKASSAR

Muh Wahyu Ramadhan. 2023. The Effect of Store Atmosphere and Social Media Marketingon Purchasing Decisions at Four-Four Coffee in Makassar City (Case Study of ITB Nobel Indonesia Makassar Students), supervised by Nurhaeda Z and andi Ircham Hidayat.
This study aims to determine (1) The effect of Store Atmosphere and Social Media onMarketing purchasing decisions at Four-Four Coffee in Makassar City partially (2) The effect of store atmosphere and marketing media on purchasing
decisions at Four-Four Coffee in Makassar City simultaneously (3) The variable that has the most dominant effect on purchasing decisions at Four-Four Coffee in
Makassar City.
This study uses quantitative data types and multiple linear regression analysis methods, so the research data is obtained from questionnaires distributed online to Empat-Fourat Coffee consumers in Makassar City with a sample of 90
respondents.
The results show that (1) The store atmosphere variable has no partial effect while social media marketing has a partial effect on purchasing decisions (2) Store atmosphere variables and social media marketing simultaneously affect
purchasing decisions (3) The variable that has the most dominant effect on purchasing decisions at Empat-Fourat Coffeeis social media marketing.