The influence of cafe atmosphere, service quality, and social media promotions on purchasing decisions at Cafe Coconam Food in Tolitoli.

Abstract

The study on the influence of cafe atmosphere, service quality, and social media promotions on purchasing decisions at Cafe Coconam Food in Tolitoli. This research aims to determine the partial and simultaneous effects of cafe atmosphere, service quality, and social media promotions on purchasing decisions at Cafe Coconam Food in Tolitoli. This research uses a quantitative approach with an explanatory research type, analyzed using multiple linear regression. Sampling was done using the accidental sampling method with a sample size of 133 respondents. Data collection was conducted using a questionnaire, and data analysis techniques used include multiple linear regression analysis. The results of the study indicate that, partially, perceptions of the cafe atmosphere, service quality, and promotions have a significant effect on purchasing decisions. Simultaneously, the cafe atmosphere, service quality, and promotions significantly influence purchasing decisions at Cafe Coconam Food in Tolitoli. The contribution of the influence of perceptions of the cafe atmosphere, service quality, and promotions on purchasing decisions is 0.645 or 64.5%.