Pengaruh Sosial Media Marketing Dan Store Atmosphere Terhadap Keputusan Pembelian Dikedai Miisoni Bandar Lampung

Abstract

The transformation of urban lifestyles, especially among the younger generation, has encouraged the tendency to eat out and visit shops or cafes as a place to socialize and unwind. This phenomenon opens up huge opportunities for culinary businesses, where digital marketing and store atmosphere become important factors in influencing purchasing decisions. Social media, with its ability to create two-way interactions through engaging content and visual promotions, plays a major role in increasing brand awareness and consumer buying interest. On the other hand, a comfortable and aesthetic store atmosphere also influences consumers' experience, which strengthens their desire to buy and return. Kedai Miisonii in Bandar Lampung is one example of a culinary business that utilizes a combination of these two factors to attract consumer attention. This study aims to examine the effect of social media marketing and store atmosphere on consumer purchasing decisions at Miisonii shop. The results showed that both social media marketing and store atmosphere have a significant influence on purchasing decisions, both separately and together. Effective use of social media increases consumer engagement, while a comfortable store atmosphere creates a positive shopping experience. The combination of the two amplifies the influence on purchase decisions and increases consumer loyalty. These findings provide important insights for culinary entrepreneurs in designing effective marketing strategies by integrating social media and store atmosphere management.