Pengaruh E-WOM Dan Store Atmosphere Terhadap Keputusan Pembelian Di Fabriek Bloc

Bagas Prasetya; Nidia Wulansari

doi:10.59581/jmpp-widyakarya.v2i1.2790

Authors

Bagas Prasetya Universitas Negeri Padang
Nidia Wulansari Universitas Negeri Padang

DOI:

https://doi.org/10.59581/jmpp-widyakarya.v2i1.2790

Keywords:

E-WOM, store atmosphere, and purchasing decisions

Abstract

E-WOM has become a source of information for consumers in shopping decisions. Meanwhile, store atmosphere is a critical aspect of the consumer shopping experience. The types of data used in this research are primary and secondary data. The population of this study were guests staying at Fabriek Bloc. The research sample consisted of 204 consumers with a sampling technique using non-probability sampling. The data collection technique was carried out using a questionnaire with a Likert scale which had been tested for validity and reliability. Data from this research were processed using SPSS 25.00. The results of this research show that E-WOM is in the quite agree category, namely 2,63%. Furthermore, the store atmosphere variable is in the agree category, namely 2,71%, and purchasing decisions are in the quite agree category with a percentage of 2,72%. The influence of E-WOM (X1) and store atmosphere (X2) influences purchasing decisions (Y), with scores of 65.3% and 34.7% influenced by other factors. Furthermore, the results of multiple linear regression analysis obtained a calculated F value of 191.651 with sig. 0.000 < 0.05, meaning that the E-WOM and Store Atmosphere variables have a significant influence on purchasing decisions, and a t value of 17,423 was obtained for the E-WON variable and a t value of 2,026 for the store atmosphere variable with sig. 0.000 < 0.05.

References

Aditya, I Kadek Indra (2023). Pengaruh Store Atmosphere, Lifestyle dan Word of Mouth Terhadap Keputusan Pembelian di Coffee Shop Heroic Mengwitani Badung. Universitas Mahasaraswati Denpasar.

Afifah, Naili. (2023). Pengaruh Media Sosial, Electronic Word of Mouth dan Variasi Produk Terhadap Keputusan Pembelian (Studi Kasus Pembelian Produk Makanan Bittersweet by Najla Rawamangun. Sekolah Tinggi Ilmu Ekonomi Indonesia.

Amarazka, V., & Dewi, R. S. (2020). Pengaruh Kualitas Produk dan E-WOM Terhadap Keputusan Pembelian Portobello Semarang. Jurnal Ilmu Administrasi Bisnis.

Astutik. E. F., & Anggraeny. A. N. (2019). Pengaruh Current Ratio (CR) dan Debt To Asset Ratio (DAR) Pada PT. Indocement Tunggal Prakarsa Tbk Periode 2008-2017. Jurnal SEKULARITAS (Saham, Ekonomi, Keuangan dan Investasi) 3 (1), 97.

Diputra, R. A. H., Tresnati, R., Oktini, D. R (2021). Pengaruh Store Atmosphere dan Electronic Word of Mouth (EWOM) Terhadap Keputusan Pembelian (Survey Pelanggan pada Waroeng Raden Haurgeulis Kabupaten Indramayu). Prosding Manajemen 7 (1), 164-167.

Fadhilah. F., & Saputra, G. G. (2021). Pengaruh Content Marketing dan E-WOM pada Media Sosial Tiktok Terhadap Keputusan Pembelian Generasi Z. INOVASI: Jurnal Ekonomi, Keuangan dan Manajemen 17 (3), 505-512

Ghozali, Imam. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS. Semarang: Badan Penerbit Universitas Negeri Diponegoro.

Padmawati, N. M, & Suasana, I. G. A. K. G. (2020). Peran Kepercayaan Merek Dalam Memediasi Pengaruh E-WOM Terhadap Keputusan Pembelian Produk Chatime di Bali. Fakultas Ekonomi dan Bisnis Universitas Udayanan, Bali, Indonesia.

Santosa, Alvendo Teguh. (2019). Pengaruh Kualitas Pelayanan, Kualitas Produk, Store Atmosphere dan E-WOM Terhadap Keputusan Pembelian (Survei Terhadap Konsumen Zenbu-House of Mozaru Paris Van Java, Bandung). Jurnal Manajemen Maranatha 18 (2), 148-158

Sugiyono. (2019). Metode Penelitian Pendidikan: Pendekatan Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.

Sugiyono. (2019). Statistika untuk Penelitian. Bandung: Alfabeta.

Wandy MP, Muhamad. (2015). Pengaruh Electronic Word of Mouth (E-WOM) dan Store Atmosphere Terhadap Minat Beli Konsumen pada Warunk Upnormal (Cabang Cihampelas No. 74 Bandung). Universitas Widyatama.

Wulandari, F., & Lubis, E. E. (2017). Hubungan Komunikator dalam Electronic Word of Mouth dengan Keputusan Pembelian Followers Akun Instagram Kulinerku. Jurnal Online Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau 4 (1), 1-15.