Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh pengaruh social media marketing dan suasana toko terhadap keputusan pembelian yang dimediasi oleh kepercayaan konsumen pada coffee shop kaum milenial di banda aceh. populasi dalam penelitian ini adalah konsumen pada coffee shop kaum milineal di banda aceh yakni kanarasa coffee, svarasukma coffee space, halona koffie, dan kuta alam roastery. jumlah sampel yang digunakan adalah sebanyak 216 orang. analisis data dalam penelitian ini menggunakan metode structural equation modelling (sem). hasil penelitian menunjukkan bahwa social media marketing berpengaruh terhadap keputusan pembelian, suasana toko berpengaruh terhadap keputusan pembelian, social media marketing berpengaruh terhadap kepercayaan, suasana toko berpengaruh terhadap kepercayaan, dan kepercayaan berpengaruh terhadap keputusan pembelian. kata kunci : social media marketing, suasana toko, keputusan pembelian, kepercayaan

This study aims to examine the influence of Social Media Marketing and Store Atmosphere on Purchase Decisions mediated by Consumer Trust in millennial coffee shops in Banda Aceh. The population in this study were consumers at millennial coffee shops in Banda Aceh, namely Kanarasa Coffee, Svarasukma Coffee Space, Halona Koffie, and Kuta Alam Roastery. The number of samples used was 216 people. Data analysis in this study used the Structural Equation Modeling (SEM) method. The results showed that Social Media Marketing had an effect on purchasing decisions, Store Atmosphere had an effect on Purchasing Decisions, Social Media Marketing had an effect on Trust, Store Atmosphere had an effect on Trust, Trust had an effect on Purchasing Decisions. Keywords: Social Media Marketing, Store Atmosphere, Purchase Decision, Trust