Pengaruh Store Atmosphere, Keragaman Produk dan Content Marketing Terhadap Keputusan Pembelian Produk di Holaa Cafe Gresik. (The Influence of Store Atmosphere, Product Diversity and Content Marketing on Product Purchase Decisions at Holaa Cafe Gresik).

Wardani, Nanda Suma (2024) Pengaruh Store Atmosphere, Keragaman Produk dan Content Marketing Terhadap Keputusan Pembelian Produk di Holaa Cafe Gresik. (The Influence of Store Atmosphere, Product Diversity and Content Marketing on Product Purchase Decisions at Holaa Cafe Gresik). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In the current era, micro, small and medium enterprises (UMKM) are in the spotlight in economic growth in Indonesia. The Food and Drink Supply Sector is one of the sectors with the highest growth in 2023 towards the Indonesian economy which is 10.01%. One of the businesses in the food and drink supply sector or culinary that is relatively potential today is the café business. With the very high growth of the café, the café is expected to always exist with various marketing strategies used to create purchasing decision behavior. The strategy that can be used in the current era is the store atmosphere strategy, product diversity and content marketing, because if a cafe business is not strong in the cafe business competition and the cafe does not follow the current trend development, it can cause the cafe to go out of business. The object of this research is the product at Holaa café Gresik. The goal is to determine the influence of Store Atmosphere (X1), Product Diversity (X2), and Content Marketing (X3) on Purchasing Decisions (Y). This type of research uses a quantitative method with multiple linear regression analysis, the population is consumers who have bought products at Holaa café Gresik, both domiciled in Gresik and outside Gresik. The number of samples of 100 respondents from the distribution of e-quisioner statements through the Google form. The results obtained state that the store atmosphere, product diversity and content marketing have a partial and simultaneous effect on purchasing decisions. This test is proven through a t (partial) test that Store Atmosphere affects purchase decisions, also Product Diversity affects purchase decisions and Content Marketing affects purchase decisions. As well as the F test (simultant) with F count 15,560 > F table of 2.70 with a significance level of 0.000, which means < 0.05. The acquisition of a determination value (R²) of 0,327 or 32.7%. While the remaining 67,3% is influenced by other factors and variables outside of research, such as price variables, service quality, product quality, and Word of Mouth.

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