THE EFFECT OF STORE ATMOSPHERE, SOCIAL MEDIA MARKETING, AND LIFESTYLE ON PURCHASE DECISIONS ON CONSUMERS OF THE ALLEYWAY CAFE

The purpose of this study is to explain the effect of store atmosphere, social media marketing and lifestyle on purchase decisions on the consumers of The Alleyway Cafe. The sampling method used is non-probability sampling. The number of samples is 105 respondents. Data collection is carried out by distributing questionnaires to consumers of The Alleyway Cafe. The data analysis technique used is Multiple Linear Regression Analysis with Statistical Package for Social Sciences (SPSS) version 24.0 for Windows. The results of the study showed that variable of store atmosphere had a positive and significant effect on purchasing decisions. Likewise, social media marketing and lifestyle have positive and significant effect on purchasing decisions. Therefore, it is important for The Alleyway Cafe to improve store atmosphere, social media marketing and lifestyle to increase customer purchasing decisions.