Tiufany, Britney (2023) Pengaruh Store Atmosphere, Store Image dan Social Media Marketing terhadap Keputusan Pembelian di Xiaomi Shop Juanda Pekanbaru. Masters thesis, Universitas Tarumanagara.

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Abstract

This research aims to determine the influence of store image, store atmosphere, and social media marketing on purchasing decisions at Xiaomi Shop Juanda Pekanbaru. The research method is using quantitative approach by distributing questionnaires through offline and online to costumers who had made purchases at the store during the period from July – September 2023. The sampling method used purposive sampling method, which involves the
selection of samples based on specific considerations, in a total of 185 respondents. The data analysis technique utilized the Structural Equation Modeling (SEM) model with the Smart PLS 3.0 application. The results of this study indicate a positive and significant influence of store image, store atmosphere, and social media marketing on purchasing decisions at Xiaomi Shop Juanda Pekanbaru. This research provides insights for the store owner to strengthen the store's image, improve the store atmosphere, and effectively utilize social media to positively influence purchasing decisions. The practical implications of this research can assist this store in enhancing marketing strategies and store management to
increase attractiveness and purchasing decisions

Item Type: Thesis (Masters)
Additional Information: Dosen Pembimbing: Prof. Lina, M.Kom., Ph.D
Uncontrolled Keywords: Keyword: Store Image, Store Atmosphere, Social Media Marketing, Purchase Decision.
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 15 Jun 2026 09:33
Last Modified: 15 Jun 2026 09:33
URI: https://repository.untar.ac.id/id/eprint/50000

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