PENGARUH E-WOM DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN PADA BUSU KITCHEN & COFFEE PAMULANG DI KOTA TANGERANG SELATAN

Abstract

This study aims to analyze the effect of Electronic Word of Mouth and Store Atmosphere on Purchase Decisions among consumers of BUSU Kitchen & Coffee Pamulang in South Tangerang City. This study employed a quantitative method with an associative approach. Data were collected through questionnaires distributed to BUSU Kitchen & Coffee consumers and analyzed using multiple linear regression. The results show that Electronic Word of Mouth has a positive and significant effect on Purchase Decisions. Store Atmosphere also has a positive and significant effect on Purchase Decisions. Simultaneously, Electronic Word of Mouth and Store Atmosphere have a positive and significant effect on Purchase Decisions. These two variables explain a substantial proportion of the variation in Purchase Decisions, while the remaining proportion is influenced by other factors beyond the scope of this study. The findings indicate that consumer information and experiences formed through digital media, along with the atmosphere experienced directly at the business location, are important aspects in encouraging purchase decisions. This study provides practical implications for BUSU Kitchen & Coffee to optimize digital communication management and improve the quality of its store atmosphere to support consumer purchase decisions.