Febriani, Elvina (2024) Pengaruh Online Customer Review, Store Atmosphere dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pelanggan 999 Coffee di Bojonegoro. (The Influence of Online Customer Review, Store Atmosphere and Service Quality on 999 Coffee Customer Purchase Decisions in Bojonegoro). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
In facing increasingly intense competition in the cafe industry, effective marketing strategies and high service quality are needed to win the hearts of consumers. One approach that can be taken is through implementing optimal online customer reviews, creating an attractive store atmosphere, and improving the quality of service offered. With this strategy, cafes can reach more potential consumers, while a superior experience will increase customer satisfaction and loyalty. This research aims to analyze the influence of online customer reviews, store atmosphere, and service quality on purchasing decisions at 999Coffee in Bojonegoro. The research method used was quantitative with a survey approach, using an e-questionnaire via Google Form which was distributed to 96 respondents who were 999Coffee customers. The collected data was analyzed using multiple linear regression analysis to identify the relationship between these variables. The research results show that online customer reviews, store atmosphere, and service quality have a significant positive influence on purchasing decisions. These findings indicate that improvements in online customer reviews, store atmosphere, and service quality can significantly improve consumers' purchasing decisions at 999Coffee. The implications of this research show the importance of continuous innovation in digital marketing strategies, creating an attractive store atmosphere, and improving service quality to maintain competitiveness and customer satisfaction. This research makes an important contribution to the literature on digital marketing, store atmosphere, and service quality, as well as providing practical guidance for other cafes in developing effective marketing strategies.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Online Customer Reviews, Store Atmosphere, Service Quality, Purchasing Decisions |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HN Social history and conditions. Social problems. Social reform H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1121900192 Elvina Febriani |
| Date Deposited: | 13 Dec 2024 02:29 |
| Last Modified: | 13 Dec 2024 02:29 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/32848 |
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