Effect of Viral Marketing, Store Atmosphere, and Location on Purchase Decisions at Loske Coffee Surakarta

Abstrak

Purpose: This study investigates the partial and simultaneous effects of viral marketing (X1), store atmosphere (X2), and location (X3) on consumer purchase decisions (Y) at Loske Coffee Service, Surakarta, Indonesia, in response to increasing competition in the coffee shop industry.

Methodology: A quantitative survey design was used with purposive sampling of 100 consumers who had purchased at least once. Data were collected using structured questionnaires and analysed using IBM SPSS. Analytical procedures included validity and reliability tests, classical assumption tests (normality, multicollinearity, heteroscedasticity), and multiple
linear regression (t-test and F-test).

Results: All indicators were valid and reliable (Cronbach’s Alpha: 0.602–0.774). Regression analysis produced Y = 10.824 + 0.410X1 + 0.243X2 + 0.019X3. Viral marketing significantly influences purchase decisions (t = 3.505, p =.001), as does store atmosphere (t = 2.348, p = .021), while location is not significant (t = 0.124, p = .901). The model is jointly significant (F = 7.502, p < .001) with Adjusted R² =0.165.

Conclusions: Viral marketing is the strongest determinant of purchase decisions, followed by store atmosphere, while location is not significant, reflecting the growing role of digital and experiential factors in urban coffee consumption.

Limitations: The sample is limited to 100 respondents in Surakarta, and the model explains only 16.5% of variance, indicating omitted variables such as price, service quality, and brand image.

Contributions: This study contributes to F&B marketing literature by highlighting the dominance of digital viral marketing and store atmosphere in shaping consumer purchase behaviour in urban coffee shop contexts.