Influence of Social Media Marketing, Store Atmosphere, and Price Fairness on Purchase Decisions among Starbucks Gajahmada Semarang Consumers

Mohammad Surya Wibowo; Karnowahadi; Isnaini Nurkhayati

doi:10.32497/ab.v27i3.8078

Authors

Mohammad Surya Wibowo Politeknik Negeri Semarang
Karnowahadi Politeknik Negeri Semarang
Isnaini Nurkhayati Politeknik Negeri Semarang

DOI:

https://doi.org/10.32497/ab.v27i3.8078

Keywords:

Social Media Marketing, Store Atmosphere, Price Fairness, Purchase Decision

Abstract

This study aims to analyze the influence of Social Media Marketing, Store Atmosphere, and Price Fairness on the Purchase Decisions of Starbucks Gajahmada Semarang consumers. This study uses a quantitative approach with a purposive sampling method involving 119 respondents. The data were analyzed using multiple linear regression with the assistance of SPSS 32. The results show that Social Media Marketing, Store Atmosphere, and Price Fairness have a positive and significant influence on Purchase Decisions, both partially and simultaneously. The coefficient of determination of 61.4% indicates that the three variables are able to explain 61.4% of the variation in Purchase Decisions, while the remaining 38.6% is influenced by other factors not included in this study. Store Atmosphere has the strongest influence, with a regression coefficient of 0.373, followed by Price Fairness at 0.295 and Social Media Marketing at 0.255.

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