The Influence of Social Media Marketing, Electronic Word of Mouth, and Store Atmosphere on Consumer Purchase Decisions at The Hidden Swargi Coffee Shop in Surakarta
DOI:
https://doi.org/10.54065/jss.6.4.2026.1919Keywords:
Social Media Marketing, Electronic Word of Mouth (E-WOM), Store Atmosphere, Purchase DecisionAbstract
The urgency of this study lies in the need to understand how social media marketing, electronic word of mouth, and store atmosphere shape consumer purchase decisions amid increasingly competitive coffee shop businesses in Surakarta. This study aims to analyze the influence of Social Media Marketing, Electronic Word of Mouth (E-WOM), and Store atmosphere on Purchase Decision at The Hidden Swargi Coffee Shop in Surakarta. Data were collected through questionnaires distributed to the respondents. The sample consisted of 100 consumers of The Hidden Swargi Coffee Shop in Surakarta selected using a purposive sampling technique. The analytical methods used in this study included instrument testing, classical assumption tests, multiple linear regression analysis, t-test, F-test (model feasibility test), and the coefficient of determination (R²). The results showed that Social media marketing had a positive and significant effect on Purchase Decision at The Hidden Swargi Coffee Shop in Surakarta with a significance value of 0.000 < 0.05, Electronic Word of Mouth (E-Wom) had a positive and significant effect on Purchase Decision with a significance value of 0.000 < 0.05, and Store atmosphere had a positive and significant effect on Purchase Decision with a significance value of 0.000 < 0.05. The F-test indicated that Social Media Marketing, Electronic Word of Mouth (EWOM), and Store atmosphere simultaneously had a significant effect on Purchase Decision with a significance value of 0.000 < 0.05. The coefficient of determination (Adjusted R²) was 0.512, indicating that 51.2% of the variation in Purchase Decision could be explained by the three independent variables, while the remaining 48.8% was influenced by other variables outside the scope of this study.
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