The Effects of Store Atmosphere and Social Media Marketing On Consumer Purchase Decisions: A Study Of Dapoer Ma’cik

Abstract

The increasingly intense competition in the culinary business requires business owners not only to provide products that meet consumer needs but also to create an engaging in-store experience and build meaningful interactions through digital media. This study analyzes the effects of store atmosphere and social media marketing on consumer purchase decisions at Dapoer Ma’cik in Bungo Regency. The study used a quantitative approach, with 96 respondents selected through purposive sampling. The data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results indicate that both store atmosphere and social media marketing significantly influence consumer purchase decisions. Together, the variables in this research explain 86.3% of the variance in consumer purchase decisions, while factors outside the research model explain the remaining 13.7%. This study contributes to the literature by integrating consumers’ physical in-store experiences and digital interactions facilitated by social media marketing to explain purchase decisions in the context of a local culinary business. Academically, the findings strengthen empirical evidence that consumer purchase decisions are influenced not only by product characteristics but also by consumers’ experiences within the business environment and marketing communication through social media. Practically, the findings suggest that Dapoer Ma’cik should integrate improvements in its physical business environment with effective social media marketing to strengthen consumer purchase decisions.