Peran Electronic Word of Mouth, Servicescape, dan Store Atmosphere dalam Meningkatkan Keputusan Pembelian

I Komang Maciyo Suryabawa; Dewa Nyoman Benni Kusyana

doi:10.32795/vol4wamrtno1th24

I Komang Maciyo Suryabawa Program Studi Manajemen Fakultas Ekonomi Bisnis Dan Pariwisata Universitas Hindu Indonesia
Dewa Nyoman Benni Kusyana Program Studi Manajemen Fakultas Ekonomi Bisnis Dan Pariwisata Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: Electronic Word Of Mouth, Servicescap, Store Atmosphere, Buying Decision

Abstract

This condition certainly creates tight competition among coffee shop business actors. The number of coffee shops certainly influences consumer purchasing decisions at each coffee shop because consumers have many choices. The purpose of this research is to determine the influence of Electronic Word of Mouth, Servicescape, and Store Atmosphere on purchasing decisions. This research was conducted at Tan Panama Coffee in Denpasar City. The population in this study was 70,691 consumers of Tan Panama Coffee. The sample size was determined using the Slovin formula so that the sample was determined to be 100 consumers. Data testing was carried out using the multiple linear regression method. The results of the partial significance test prove that Electronic Word of Mouth, Servicescape and Store are able to have a positive and significant influence on purchasing decisions. Suggestions that can be given include adjusting the recipe so that the taste is consistent, providing more indoor space, and redesigning the building so that it is unique.

References

Berinthia, M. V., & Puspadewi, R. N. M. S. (2023). “Analisis Pengaruh Servicescape Terhadap Keputusan Pembelian Di Kitchen Yard Resto Hotel Mercure Tangerang Bsd City.” Jurnal Cross-Border, 6(2), 1020–1047.

Dewi, D. F., & Hadisuwarno, H. (2023). “Pengaruh Store Atmosphere, Persepsi Harga, Dan Promosi Terhadap Keputusan Pembelian Di Kopi Nako Kalisari.” Jurnal Pijar Studi Manajemen Dan Bisnis, 1(3), 823–841.

Fina, A., Rohmah, A., Crusma Fradani, A., & Indriani, A. (2023). “Pengaruh Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Pada Marketplace Tokopedia (Studi Pada Mahasiswa Pendidikan Ekonomi Ikip Pgri Bojonegoro).” Jurnal Akuntansi Keuangan Dan Bisnis, 1(2), 110–117.

Fitrianingsih, Damanik, A. Z., & Zuliany, R. (2022). “Pengaruh Servicescape Dan Keragaman Produk Terhadap Keputusan Pembelian Konsumen Pada 212 Mart Tebing Tinggi.” Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 478–485.

Handiyani, N. L., & Kusyana, D. N. B. (2022). “Apakah Keputusan Pembelian Konsumen Akan Meningkat Karena Ewom Dan Gaya Hidup?” Widya Amrita: Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 2(3), 767–778.

Inayati, T., Efendi, M. J., & Dewi, A. S. (2022). “Pengaruh Digital Marketing, Electronic Word Of Mouth, Dan Lifestyle Terhadap Keputusan Pembelian Pada Marketplace Shopee Indonesia.” (Jtmit : Jurnal Teknologi Dan Manajemen Industri Terapan, 1(3), 202–209.

Maharani, D. A. M. R., Hartati, P. S., & Yoga, G. A. D. M. (2023). “Pengaruh Perilaku Konsumen, Keragaman Produk, Dan Store Atmosphere Terhadap Keputusan Pembelian.” Widya Amrita: Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 3(3), 586–597.

Moenardy, K. K., & Winarni, F. S. C. (2022). “Pengaruh Word Of Mouth Dan Servicescape Terhadap Keputusan Pembelian (Studi Pada Klinik Dr. Maharini Skincare Kupang).” Journal Of Management Small And Medium Enterprises (Sme’s), 15(3), 495–514.

Nursal, M. F., Rianto, M. R., Rohaeni, H., & Saputra, F. (2023). “Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Keputusan Pembelian Melalui Minat Beli Pada Jasa Transportasi Online Maxim Di Kota Bekasi.” Jurnal Manajemen Dan Pemasaran Digital (Jmpd), 1(3), 111–118.

Revitria, A., Jauhari, A., & Ayuanti, R. N. (2023). “Pengaruh Electronic Word Of Mouth (E-Wom) Dan Potongan Harga Terhadap Keputusan Pembelian Konsumen Pada Toko Nasha Outfit Kota Kediri.” Triwikrama: Jurnal Ilmu Sosial, 01(05), 50–60.

Rupayana, I. K., Suartina, I. W., & Mashyuni, I. A. (2021). “Pengaruh Kualitas Produk, Impulse Buying Dan Electronic Word Of Mouth (Ewom) Terhadap Keputusan Pembelian Pada Produk Smartphone Merek Oppo Di Kota Denpasar.” Jurnal Widya Amrita, Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 1(1), 233–247.

Savira, Y., & Putro, A. (2020). “Pengaruh Store Atmosphere (Suasana Toko) Terhadap Keputusan Pembelian Konsumen Toko Bangunan Ud Triputra Selaras.” Jurnal Penelitian Manajemen Terapan (Penataran), 5(1), 81–93.

Silalahi, R. F., Rafika, M., & Halim, A. (2023). “Pengaruh Servicescape, Lokasi Dan Promosi Terhadap Keputusan Pembelian Pada Café Richeese Factory Rantauprapat.” Costing: Journal Of Economic, Business And Accounting, 7(1), 2308–2315.

Tanjung, A. (2020). “Pengaruh Store Atmosphere, Lokasi Dan Promosi Terhadap Keputusan Pembelian.” Jurnal Manajemen Pelita Bangsa, 05(03), 1–18.

Tantowi, A. I., & Pratomo, A. W. (2020). “Pengaruh Store Atmosphere Dan Experiential Marketing Terhadap Keputusan Pembelian Di Kopi Daong Pancawati.” Jurnal Ilmiah Manajemen Kesatuan, 8(2), 65–78.