The Effect of Price, Social Media Endorsement, and Place Atmosphere on Purchasing Decisions with Consumer Satisfaction as a Moderating Variable in Coffee Shop Consumers
Article Sidebar
Price Perception,
Social Media Endorsement,
Venue Atmosphere,
Consumer Satisfaction
Main Article Content
Abstract
This study investigates the impact of price, social media endorsement, and venue atmosphere on purchase decisions, with consumer satisfaction as a moderating variable, within the context of coffee shop consumers in Pangkal Pinang, Indonesia. The research employs a quantitative approach using survey data collected from 200 respondents who meet specific criteria related to digital behavior and purchasing experience. Data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that while price does not significantly affect purchase decisions directly, it strongly influences consumer satisfaction, which in turn has a significant effect on purchase decisions. Social media endorsement exerts a direct and significant influence on both satisfaction and purchase decisions, underlining its strategic importance in contemporary digital marketing. Meanwhile, venue atmosphere significantly enhances satisfaction but shows limited direct impact on purchase decisions, confirming its mediating role through emotional experience. This research emphasizes the importance of integrated marketing strategies that combine pricing, influencer marketing, and atmospheric design to optimize consumer satisfaction and drive purchasing behavior in service-based industries.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Amin, M., Firdaus, R., Nugroho, F., Suhardi, S., & Rejeki, N. S. (2024). Exploring the impact of product quality and cash on delivery on consumer purchase decisions for fashion products. International Journal on Social Science, Economics and Art, 14(3), 326–335. https://www.ijosea.isha.or.id/index.php/ijosea/article/view/617
Amirudin, A., & Zakiah, W. (2023). Pengaruh harga dan kualitas produk terhadap keputusan pembelian produk hijab segi empat Cornskin Piyatiung. Jurnal Ekonomi Efektif, 7(2). https://doi.org/10.32493/JEE.v7i2.45970
Andili, Z. (2022). Pengaruh brand equity terhadap keputusan pembelian dengan kepuasan konsumen sebagai variabel moderasi pada dealer PT. Hasjrat Toyota di Kota Ternate. Eqien: Jurnal Ekonomi dan Bisnis, 11(1), 746. https://doi.org/10.34308/eqien.v11i1.984
Anjani, M., & Suryani, L. (2022). Atmosfer coffee shop dan persepsi harga terhadap minat pembelian ulang. Jurnal Bisnis Kreatif dan Inovasi, 3(3), 150–162.
Ferdinand, A. (2022). Metode penelitian manajemen: Pedoman penulisan skripsi, tesis, dan disertasi ilmu manajemen. Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2021). Multivariate data analysis (8th ed.). Cengage Learning.
Hermawan, A. (2023). Metodologi penelitian bisnis kontemporer. Deepublish.
Kotler, P., & Keller, K. L. (2020). Marketing management (15th ed.). Pearson Education.
Kuswanto, K., & Vikaliana, R. (2020). Pengaruh harga dan ulasan produk terhadap keputusan pembelian online. Jurnal Manajemen dan Bisnis Equilibrium, 6(2). https://doi.org/10.47329/jurnal_mbe.v6i2.431
Lestari, S., & Anggraeni, R. (2024). Peran media sosial dan influencer marketing terhadap keputusan pembelian produk kuliner di kalangan milenial. Jurnal Digital Marketing Indonesia, 6(1), 35–47.
Lukiyana, L., & Ramafita, D. (2022). Kepuasan konsumen memoderasi pengaruh e-service quality dan promosi terhadap keputusan pembelian pada aplikasi Zenius di Indonesia. Ekonomis: Journal of Economics and Business, 8(1). http://dx.doi.org/10.33087/ekonomis.v8i1.1302
Malhotra, N. K. (2020). Marketing research: An applied orientation (7th ed.). Pearson Education.
Nurhalimah, N., & Wibowo, S. A. (2022). Pengaruh endorsement selebgram terhadap keputusan pembelian generasi Z di media sosial Instagram. Jurnal Komunikasi dan Bisnis Digital, 4(2), 78–89.
Piyoh, D. D. (2024). Pengaruh harga terhadap keputusan pembelian. Jurnal Ilmiah Edunomika, 8(1). https://doi.org/10.29040/jie.v8i1.11945
Putra, R. P., & Suparna, G. (2021). Pengaruh harga dan kualitas produk terhadap keputusan pembelian konsumen coffee shop di Kota Bandung. Jurnal Manajemen dan Kewirausahaan, 23(1), 45–53.
Sarwono, J. (2022). Path analysis dan statistika dengan SPSS. Elex Media Komputindo.
Sekaran, U., & Bougie, R. (2020). Research methods for business: A skill-building approach (8th ed.). Wiley.
Sharkasi, N., & Rezakhah, S. (2023). Sequential mediation of parasocial relationships for purchase intention: PLS-SEM and machine learning approach. arXiv. https://arxiv.org/abs/2307.00005
Sriminarti, N. (2020). Dampak sikap konsumen dan kualitas pelayanan terhadap keputusan pembelian: Atmosfer sebagai variabel moderasi. Muhammadiyah Riau Accounting and Business Journal, 2(1), 147–153.
Sugianto, Firdaus, R., Suhardi, S., & Amin, M. (2025). The impact of employee turnover on operational efficiency, innovation, and customer satisfaction: The mediation role of tacit knowledge loss. International Journal of Enterprise Modelling, 19(1), 56–66. https://doi.org/10.35335/int.jo.emod.v19i1.114
Susanti, D., & Arifin, Z. (2020). Kepuasan konsumen sebagai variabel moderasi dalam hubungan strategi pemasaran terhadap loyalitas pelanggan. Jurnal Riset Manajemen, 17(2), 112–125.
Tritami, D., Suhardi, S., & Yani, A. (2025). The role of emotional intelligence in improving the quality of employee interaction and its impact on customer satisfaction with work-life balance as a moderation variable. International Journal of Applied Finance and Business Studies, 12(4), 204–216. https://doi.org/10.35335/ijafibs.v12i4.327
Wulandari, A. N., & Prasetyo, T. A. (2023). Pengaruh suasana tempat dan kualitas pelayanan terhadap kepuasan pelanggan coffee shop di Surabaya. Jurnal Pariwisata dan Perhotelan Indonesia, 8(1), 12–23.
Yuliana, R. T., & Hidayat, M. F. (2021). Harga, promosi, dan kualitas tempat terhadap keputusan pembelian konsumen coffee shop di era new normal. Jurnal Ekonomi dan Bisnis, 25(2), 98–109.