PENGARUH PEMASARAN SOSIAL MEDIA INSTAGRAM DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen 78 Coffee Break Bojonegoro)

Abstract

This research was conducted on consumers of 78 Coffee Break, with the research objective to determine the effect of: instagram social media marketing on purchasing decisions, store atmosphere on purchasing decisions, instagram social media marketing on buying interest, store atmosphere on buying interest, buying interest in purchasing decisions, instagram social media marketing on purchasing decisions through buying interest and store atmosphere on purchasing decisions through buying interest. This study uses the SPSS 25 for windows program, and uses 120 respondents as a sample. The research results obtained are as follows: Instagram social media marketing has a positive and significant influence on purchasing decisions, store atmosphere has a positive and significant influence on purchasing decisions, Instagram social media marketing has a positive and significant influence on buying interest, store atmosphere has a positive and significant influence on buying interest, buying interest has a positive and significant influence on purchasing decisions, buying interest has a mediating role in the relationship between Instagram social media marketing on purchasing decisions and buying interest has a mediating role in the relationship between store atmosphere on purchasing decisions