Title:
THE INFLUENCE OF SOCIAL MEDIA MARKETING AND STORE ATMOSPHERE ON PURCHASE DECISION MEDIATED BY CONSUMER TRUST IN MILLENNIAL COFFEE SHOPS IN BANDA ACEH

Authors:
Ratu Fathin Raniya, Permana Honneyta Lubis and T. Meldi Kesuma ,Indonesia

Abstract:
This study aims to examine the Social Media Marketing and Store Atmosphere influence on Purchase Decision mediated by Consumer Trust in millennial coffee shops in Banda Aceh city, Indonesia. The population was consumers at millennial coffee shops in Banda Aceh, namely Kanarasa Coffee, Svarasukma Coffee Space, Halona Koffie, and Kuta Alam Roastery. The number of samples used was 216 people. Data were analyzed using Structural Test. The result provides the conclusions that in the millennial coffee shops in Banda Aceh, Social media marketing influences purchase decision, Store atmosphere influences purchase decision, Social media marketing influences trust, Store atmosphere influences trust, Trust influences purchase decision, Social media marketing influences purchase decision through trust as a mediator, and Store atmosphere influences purchase decision through trust as a mediator. The test also reveals that trust also functions as a partial mediator variable. These findings also prove that the model for increasing purchase decisions at millennial coffee shops in Banda Aceh is a function of strengthening social media marketing and store atmosphere, and increasing customer trust. Academically, the findings of this tested model can be used as a theoretical reference and further research to be developed.