ANALISIS ELECTRONIC WORD OF MOUTH (E-WOM), PROMOSI MEDIA SOSIAL DAN RESTO ATMOSPHERE DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN DI GOODMOOD COFFEE PONOROGO

Purchase decisions are a process carried out by consumers in determining their choice to buy a product or service. This process does not occur spontaneously but goes through several stages influenced by experience, preferences, and prior activities. For consumers, making a purchase decision plays an important role, especially when choosing a specific product or place, such as deciding to visit a café. This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), Social Media Promotion, and Restaurant Atmosphere on purchase decisions at Goodmood Coffee.

The approach used in this research is a quantitative approach, with data collected through a Likert scale-based questionnaire. A total of 95 respondents, selected based on predetermined criteria, served as the sample for this study. The research data were processed using SPSS 25 through the stages of normality testing, classical assumption testing, multiple linear regression testing, coefficient of determination testing, and hypothesis testing.

The results of the study show that Electronic Word of Mouth (E-WOM) has both a partial and simultaneous effect on purchase decisions. This indicates that E-WOM significantly influences consumer preferences, where positive reviews can encourage consumers to make purchase decisions. Social media promotion also has both a partial and simultaneous effect on purchase decisions, particularly when promotions are delivered consistently and relevantly, thus forming a positive perception and encouraging consumers in their purchase decision-making. Restaurant atmosphere has both a partial and simultaneous effect on purchase decisions as well, as a comfortable and appealing ambiance can create a positive experience for consumers, ultimately motivating them to make purchase decisions.