PENGARUH PEMASARAN MEDIA SOSIAL, SUASANA TOKO, DAN GAYA HIDUP TERHADAP MINAT BELI PADA KONSUMEN THE HIDDEN SWARGI COFFEE

Abstract

Coffee is one of the popular drinks in Indonesia. Starting from young people to the elderly, they like this drink which is famous for its black color and bitter taste. It also encourages coffee consumption in the country is quite large. The Hidden Swargi Coffee is always busy with visitors every day, the shop atmosphere owned by this coffee shop is able to attract the attention of visitors. Basically, the lifestyle of the people of Surakarta City has changed, not only making The Hidden Swargi Coffee a place to sell coffee, but making The Hidden Swargi Coffee a place to socialize with friends and also find inspiration for doing office work. or school.Therefore, based on this phenomenon, the researcher focuses this research on examining the influence of social media marketing, store atmosphere, lifestyle on buying interest in consumers of The Hidden Swargi Coffee. The results in this study that Social Media Marketing has a positive and significant influence on purchase intention. This is because the tstatistic value is 2.910 with a large influence of 0.233 and a p-value of 0.004. With a t-statistic value > 1.96 and a p value <0.05, it can be concluded that hypothesis one is accepted where there is a positive and significant influence between social media marketing on purchase intention. Store atmosphere has a positive and significant influence on purchase intention. This is because the t-statistic value is 2.312 with a large influence of 0.234 and a p-value of 0.021. With a t-statistic value > 1.96 and a p value <0.05, it can be concluded that the second hypothesis is accepted where there is a positive and significant influence between the atmosphere of the store on buying interest. Lifestyle has a positive and significant influence on purchase intention. This is because the t-statistic value is 2.171 with a large influence of 0.192 and a p-value of 0.030. With a t-statistic value > 1.96 and a p value <0.05, it can be concluded that the third hypothesis is accepted where there is a positive and significant influence between lifestyle on purchase intention