Daya Tarik Estetika dan Tren Digital: Membedah Pengaruh Atmosphere, Lifestyle, dan FoMO Terhadap Keputusan Pembelian di Arasta Coffee
- Bagas Satria Pradana Universitas Muhammadiyah Purwokerto, Purwokerto, Indonesia
-
Herni Justiana Astuti
*
Universitas Muhammadiyah Purwokerto, Purwokerto,
Indonesia
- M Agung Miftahuddin Universitas Muhammadiyah Purwokerto, Purwokerto, Indonesia
- Ika Yustina Rahmawati Universitas Muhammadiyah Purwokerto, Purwokerto, Indonesia (*) Corresponding Author
Abstract
This study aims to analyze the influence of Café Atmosphere, Lifestyle, Social Media Marketing, and FoMO on Purchasing Decisions at Arasta Coffee Shop. Amidst fierce competition in the coffee industry in the Purwokerto area, this study attempts to examine the factors that drive consumers to make purchasing decisions through a quantitative approach. Data was collected through a survey using purposive sampling techniques, involving 173 respondents who were active followers of Arasta's social media and consumers. Primary data was collected through an online questionnaire and analyzed using IBM SPSS 23 software. The results showed that, partially, the variables of Café Atmosphere, Lifestyle, and FoMO had a positive and significant effect on purchasing decisions. This indicates that the physical atmosphere of the café, its suitability to consumers' lifestyles, and the psychological urge not to miss out on trends are key factors that determine purchasing behavior. Conversely, the Social Media Marketing variable was found to have no significant effect on purchasing decisions at Arasta Coffee Shop, indicating that exposure to digital content has not been able to directly convert interest into actual transactions.
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