PENGARUH SUASANA TOKO (STORE ATMOSPHERE), KUALITAS PRODUK DAN MEDIA SOSIAL TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN DI STARBUCKS SETIABUDI ONE

Abstract

The purpose of this reserch is to find out The Influence Of Store Atmosphere, Product Quality, Social Media On Customer Satisfaction Through Purchase Decision In Starbucks Setiabudi One. The population in this research are customers who make purchases on March 2020 until March 2021. The sampling technique uses purposive sampling to decide 240 respondents. Data collection by accidental technique using questionnaire that has been tested its validity and reliability. The method data analysis by descriptive and quantitative. The quantitative analysis using Stuctural Equation Modeling (SEM). The result of the reserch shows that store atmosphere gives significant influence towards purchase decision by the t- value of 2,42, product quality gives significant influence towards purchase decision by the t-value of 2,49, social media gives significant influence towards purchase decision by the t-value of 4,14, store atmosphere gives significant influence towards customer satisfaction by the t-value of 2,43, product quality didn’t gives significant influence towards customer satisfaction by the t-value of 1,16, social media didn’t gives significant influence towards customer satisfaction by the t-value 0,96, customer satisfaction gives significant influence towards purchase decision by the t-value 2,76, store atmosphere gives indirect influence to customer satisfaction through purchase decision with the t-value of 1,83, product quality gives indirect influence to customer satisfaction through purchase decision with the t-value of 2,00 and social media gives indirect influence to customer satisfaction through purchase decision and brand trust with the t-value of 2,36.