Pengaruh Store Atmosphere, Kualitas Pelayanan, dan Social Media Marketing terhadap Keputusan Pembelian pada Restoran Mietime Woah di Kabupaten Badung

Abstract

The rise in popularity of processed noodle dishes has opened up a promising avenue for business opportunities, but it has also sparked heightened competition. This study aims to investigate how the ambiance of the store, the quality of service provided, and the effectiveness of social media marketing impact consumer purchasing choices. Conducted at Mietime Woah Restaurant in Badung Regency, the research focused on consumers in 2022, totaling 8,300 individuals, with a sample size of 99 selected through accidental sampling. Data collection methods included interviews, surveys, literature reviews, and document analysis. Findings reveal that the store's ambiance, service quality, and social media marketing all wield a positive and significant influence on purchasing decisions. Recommendations for businesses entail improving signage visibility, diversifying menu options, and cultivating an online community through social media platforms. Future studies could explore additional variables that contribute to consumer purchasing behavior.