PENGARUH DIGITAL MARKETING, PERSEPSI KONSUMEN, STORE ATMOSPHERE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA ROXY COFFEE, RANTAUPRAPAT

JURIAH, NPM 2101100089 (2025) PENGARUH DIGITAL MARKETING, PERSEPSI KONSUMEN, STORE ATMOSPHERE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA ROXY COFFEE, RANTAUPRAPAT. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 5 (3). pp. 1575-1586. ISSN 2807-2219 (e-ISSN)

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Abstract

Penelitian ini menganalisis bagaimana keputusan pembelian pelanggan Roxy Coffee Rantauprapat. Partisipan dalam penelitian ini adalah pelanggan Roxy Coffee Rantauprapat. Sebanyak 96 responden diperoleh dengan menggunakan rumus Lemeshow dalam pendekatan pengambilan sampel. Skala likert, dokumentasi, dan observasi digunakan sebagai metode pengumpulan data. Analisis regresi linier berganda juga menggunakan uji asumsi tradisional, yang meliputi uji normalitas, heteroskedastisitas, dan multikolinearitas. Uji F, uji t, dan R2 digunakan untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa digital marketing, persepsi konsumen, store atmosphere, word of mouth semuanya secara signifikan dan positif mempengaruhi keputusan pembelian konsumen. Kata Kunci: Pemasaran Digital, Persepsi Konsumen, Suasana Toko, Dari Mulut Ke Mulut, Keputusan Pembelian======================================================================================== This study analyzes the purchasing decisions of customers at Roxy Coffee Rantauprapat. The participants in this research were customers of Roxy Coffee Rantauprapat. A total of 96 respondents were selected using the Lemeshow formula as a sampling approach. Data were collected through Likert scale questionnaires, documentation, and observation. Multiple linear regression analysis was employed, along with classical assumption tests, including tests for normality, heteroscedasticity, and multicollinearity. Hypotheses were tested using the F-test, t-test, and R-squared (R²) values. The study's results indicate that digital marketing, consumer perception, store atmosphere, and word of mouth all have a significant and positive impact on consumers' purchasing decisions. Keywords: Digital Marketing, Consumer Perception, Store Atmosphere, Word of Mouth, Purchasing Decision

Item Type:	Article
Uncontrolled Keywords:	Pemasaran Digital, Persepsi Konsumen, Suasana Toko, Dari Mulut Ke Mulut, Keputusan Pembelian===================Digital Marketing, Consumer Perception, Store Atmosphere, Word of Mouth, Purchasing Decision
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	08 Jul 2025 07:22
Last Modified:	08 Jul 2025 07:22
URI:	http://repository.ulb.ac.id/id/eprint/1547

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