Pengaruh Content Marketing dan Store Atmosphere terhadap Keputusan Pembelian dan Minat Beli Sebagai Variabel Intervening (Studi Kasus Pada Kedai Kopi Dinasty)

Abstract

This study aims to analyze the influence of content marketing and store atmosphere on purchasing decisions with purchase intention as an intervening variable at Kedai Kopi Dinasty in Surabaya. The Background of this research is based on the phenomenon of increasing coffee consumption among the people of Surabaya that is not accompanied by an increase in sales at Kedai Dinasty, even though the coffee shop has implemented content marketing strategies and created an attractive store atmosphere. This research employs a quantitative method with an associative approach. The population consists of Kedai Dinasty consumers who have seen the coffee shop’s marketing content and made a purchase, with a minimum sample of 70 respondents determined using the 10 times rule formula in PLS-SEM analysis. Data were collected through online questionnaires, while data analysis was carried out using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test both the direct and indirect effects among variables.