Pengaruh Store Atmosphere, Customer Experience, Dan Social Media Marketing Terhadap Purchase Intention Pada Paddy Playstore Surabaya

Abstract

This study aims to determine and analyze the influence of store atmosphere, customer experience, and social media marketing on purchase intention at Paddy Playstore Surabaya. This research employed a quantitative approach using a survey method, with purposive sampling as the sampling technique. Data were collected through questionnaires distributed to consumers of Paddy Playstore Surabaya and analyzed using multiple linear regression with the assistance of IBM SPSS software. The results showed that store atmosphere, customer experience, and social media marketing simultaneously had a significant effect on purchase intention. Partially, store atmosphere had a positive and significant effect on purchase intention with a significance value of 0.018, customer experience had a positive and significant effect with a significance value of 0.003, and social media marketing had a positive and significant effect with a significance value of 0.040. The findings indicate that a comfortable store atmosphere, positive customer experiences, and effective social media marketing strategies are able to increase consumers’ purchase intention at Paddy Playstore Surabaya.