Pengaruh Social Media Marketing dan Store Atmosphere Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian Sebagai Variabel Intervening Pada Fore Coffee di Kota Samarinda
The Influence of Social Media Marketing and Store Atmosphere on Customer Satisfaction Through Purchase Decision as an Intervening Variable among Fore Coffee Customers in Samarinda
DOI:
https://doi.org/10.61722/jaem.v3i4.13032Keywords:
Social Media Marketing, Store Atmosphere, Purchase Decision, Customer Satisfaction, Fore CoffeeAbstract
This study aims to examine the influence of Social Media Marketing and Store Atmosphere on Customer Satisfaction through Purchase Decision as an intervening variable among Fore Coffee customers in Samarinda City. The population of this study consisted of Fore Coffee customers in Samarinda City, with a total of 140 respondents who met the sampling criteria. This study employed the Structural Equation Modeling (SEM) method using the Partial Least Squares (PLS) approach. Data were analyzed using SmartPLS 3 software. The results indicate that Social Media Marketing and Store Atmosphere have a positive and significant effect on Purchase Decision. In addition, Store Atmosphere and Purchase Decision have a positive and significant effect on Customer Satisfaction, while Social Media Marketing has no significant direct effect on Customer Satisfaction. The findings also reveal that Purchase Decision fully mediates the relationship between Social Media Marketing and Customer Satisfaction and partially mediates the relationship between Store Atmosphere and Customer Satisfaction. These findings suggest that Social Media Marketing is more effective in encouraging Purchase Decision than in directly enhancing Customer Satisfaction. The practical implication of this study is that companies should optimize their Social Media Marketing strategies to encourage Purchase Decision while creating a comfortable Store Atmosphere to sustainably improve Customer Satisfaction.
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