Pengaruh Cita Rasa, Store Atmosphere, dan Content Marketing Terhadap Keputusan Pembelian di Palacio Sky Cafe Surabaya. (The Influence of Taste, Store Atmosphere, and Content Marketing on Purchase Decisions at Palacio Sky Cafe Surabaya).

Damayanti, Inka (2024) Pengaruh Cita Rasa, Store Atmosphere, dan Content Marketing Terhadap Keputusan Pembelian di Palacio Sky Cafe Surabaya. (The Influence of Taste, Store Atmosphere, and Content Marketing on Purchase Decisions at Palacio Sky Cafe Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research discusses the influence of Taste, Store Atmosphere, and Content Marketing on Purchasing Decisions at Palacio Sky Café Surabaya. This research uses quantitative methods with a total of 100 respondents. Respondents were obtained from consumers who had visited and purchased at Palacio Sky Café Surabaya. Sampling used purposive sampling, namely distributing questionnaires. The collected data will then be analyzed using multiple linear regression analysis tests. The research results show that taste influences purchasing decisions at Palacio Sky Café Surabaya, this means that the more delicious the taste served, the more consumer purchasing decisions will increase. Store atmosphere has an influence on purchasing decisions at Palacio Sky Café Surabaya. So, the more aesthetic the café, the more consumers will decide to purchase it. And finally, content marketing has no influence on purchasing decisions. In this case, it is hoped that Palacio Sky Café can focus more on increasing sales through the three variables above, especially increasing focus on the content marketing variable.

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