Pengaruh Store Atmosphere, Brand Image dan Promosi Online terhadap Keputusan Pembelian Konsumen di Cafe Anantari Coffee Semarang
DOI:
https://doi.org/10.55606/jurima.v6i1.6879Keywords:
Store Atmosphere, Brand Image, Online Promotion, Purchase DecisionAbstract
The purpose of this study is to examine how Anantari Coffee Semarang's store atmosphere, brand image, and online promotion affect customers' decisions to buy. Purposive sampling was employed in a quantitative study with 80 participants. Multiple regression analysis was used to assess the data that was gathered through surveys. The findings show that these three factors significantly influence customer purchasing decisions at the same time. Purchase decisions were also found to be highly influenced, in part, by brand image, online promotion, and store atmosphere. These three factors together account for 88% of the consumer's purchasing decision, with other factors influencing the remaining 12%, according to the modified R2 value of 0.880. This study advances knowledge of the significance of brand image, internet marketing, and store atmosphere in improving purchasing decisions in the culinary industry.
Downloads
References
Abbas, U., Islam, K. M. A., Hussain, S., Baqir, M., Campus, M., & Muhammad, N. (2021). Impact Of Brand Image On Customer Loyalty With The Mediating Role Of Customer. 5(1), 1–15.
Agustin, D., & Sari, P. (2022). pengaruh brand ambassador, service quality, dan brand image terhadap repurchase intention. 3(3), 864–878.
Alders, R., & Tomley, F. (2022). Animal The international journal of animal biosciences Animal Board Invited Opinion Paper : Planet , people and poultry - more and better data needed to get the balance right. Animal, 16(7), 100560. https://doi.org/10.1016/j.animal.2022.100560
Arianto, C. (2025). Pengaruh Promosi Online dan Brand Image Terhadap Keputusan Pembelian Pada Produk Satu Kata Cafe & Resto di Bandar Lampung. 7(1). https://doi.org/10.32877/ef.v7i1.2097
Arianto, N., & Rahayu, S. (2022). Pengaruh Store Atmosphere dan Promosi terhadap Keputusan Pembelian. 5(6), 551–556.
Barat, S., Candra, Y., & Fenia, S. Z. (2025). Online Advertising Influences Purchase Intention of Coffee. 119–124. https://doi.org/10.35134/ekobistek.v14i2.939
Bogor, K. (2021). Pengaruh Promosi Melalui Sosial Media dan Online Customer Reviews Terhadap Keputusan Pembelian. 1(1), 31–42. https://doi.org/10.37641/jikes.v1i1.405
Brawijaya, U. (2025). Influence Of Store Atmosphere, Store Layout, Point Of Purchase Displays, And Promotional Signage On Souvenir Impulse Buying Behavior. 33(1), 1–17.
Dahliani, Y., & Hp, A. (2024). Study Of The Influence Of Brand Image , Lifestyle , Store Atmosphere And Service Quality On Purchasing Decisions At Starbucks In Jember City. 3(1), 16–30.
Egy, J., Rosita, O., Ekonomi, F., Bhayangkara, U., Raya, J., Ekonomi, F., Bhayangkara, U., & Raya, J. (2024). Pengaruh Brand Image dan Harga Terhadap Kepuasan Pelanggan Pengguna Jasa Go-Food pada Aplikasi Go-Jek ( Studi Kasus pada Warga Kelurahan Kaliabang Tengah Bekasi Utara ) Hadita Hadita Neng Siti Komariah. 2(2).
Firliyani, I., Hidayah, A., & Miftahuddin, M. A. (2025). The Effect of Store Image , Store Atmosphere , Product Variation and Location on Purchasing Decisions. 4(3), 801–818.
Halomoan, M. Z., & Nurjanah, S. (2022). Analisis Pengaruh Store Atmosphere dan Brand Image Terhadap Keputusan Pembelian Stuja Coffee Jakarta. 8(4), 4328–4336.
Hermina, N. (2023). The Influence of Digital Marketing and Brand Awareness on Increasing Brand Image and its Impact on Purchasing Decisions. 11(1).
Indra, P., Harsono, M., Zaini, A., Niaga, A., & Malang, P. N. (2021). Pengaruh Store Atmosphere Dan Lokasi Terhadap Keputusan Pembelian. 113–116.
Khairani. (2025). Pengaruh Green Marketing dan Brand Image Terhadap Loyalitas Pelanggan pada Starbucks Coffee Living World Pekanbaru. 18(2), 144–159.
Lestari, Karsiningsih, D., & Bahtera. (2023). The Influence Of Cafe Atmosphere And Lifestyle On Generation Z ’ S. 7, 505–517.
Luca, R. De, & Luca, R. De. (2021). The unconscious perception of smells as a driver of consumer responses : a framework integrating the emotion-cognition approach to scent marketing. 145–161.
Mubarok, S., Munawar, S., & Wufron, W. (2025). The Influence of Price Perception , Product Quality , and Café Atmosphere on Purchase Decisions at Teman Kami Space. 14(5), 1391–1402.
Nirahma. (2025). Pengaruh Kualitas Pelayanan , Store Atmosphere dan Penetapan Harga Terhadap Kepuasan Konsumen. 18(1), 353–360.
Osmanova, I., Ozerden, S., Dalal, B., & Ibrahim, B. (2023). Examining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification : Evidence from Starbucks Coffee Brand.
Prasloranti, Z. P., & Hartati, S. (2024). Journal of Business Management Education ( JBME ) Cafe Marketing Strategy in Indonesia to Increase Brand Awareness. 9(3), 56–66.
Qotrunnada, L., Handayani, N. U., & Ulkhaq, M. M. (2025). Consumer Preference Analysis in Choosing Coffee Shops in Semarang Using Conjoint Analysis. 24(1), 51–58.
Rachman, R., Hamid, M. A., Wijaya, B. K., Eddy, S., & Intan, D. N. (2024). Brand storytelling in the digital age : challenges and opportunities in online marketing. 13(01), 355–364. https://doi.org/10.54209/ekonomi.v13i01
Rahayu, E. S., & Nursanta, E. (2023). Pengaruh Brand Image, Store Atmosphere, Dan Social Media Marketing Terhadap Keputusan Pembelian J.Co Donuts & Coffee Erika. 3(1), 1–10.
Sari, M. D., Chaniago, H., & Indira, H. (2025). Efektivitas diskon dan promosi digital dalam mempengaruhi keputusan pembelian konsumen wanita di e-commerce Indonesia. 5(2), 603–623.
Sembiring, P. W. (2021). The Effect Of Store Atmosphere On Purchase Decisions At Chirurgie Cafe And Books Medan. 12(9), 24–30.
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV. Alfabeta.
Susmika, L., Wiska, M., & Gusteti, Y. (2022). Pengaruh Konflik Internal, Stres Kerja Dan Lingkungan Kerja Terhadap Produktivitas Karyawan (Studi Kasus PT. Citra Lencana Sakti). Jurnal Bisnis, Manajemen, Dan Akuntansi, 9(1), 44–54. https://doi.org/10.54131/jbma.v9i1.135
Wardaningsih, E., Airlangga, U., Timur, J., Septiarini, D. F., Airlangga, U., & Timur, J. (2025). Pengaruh differentiation strategy marketing terhadap loyalty customers pada kopi fore kota surabaya. 25(3), 1–20.
Wulandari, L., Hastasari, R., & Setiawan, W. (2026). Pengaruh Brand Image dan Kualitas Produk terhadap Keputusan Pembelian Fore Coffee. 2(2).
Wulansari, R., & Dewi, W. K. (2024). Pengaruh Brand Image Dan Promosi Terhadap Keputusan Pembelian Pada Cafe Kebun Latte Ciater Di Kota Tangerang Selatan. 4(2), 238–251.
Yustisar, M., & Gemasih, H. (2022). The Influence of Price , Store Atmosphere and Food Product Quality on Buying Interest at Tootor Coffee Takengon. 1129–1143.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Riset Manajemen dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
