Analisis Keputusan Pembelian dan Loyalitas Konsumen Berdasarkan Faktor Promosi Online, Physical Evidence, dan Store Atmosphere (Studi Kasus Produk Franchise Kutaradja Fried Chicken Cabang Bireuen)
DOI:
https://doi.org/10.63855/skt.v5i2.100Kata Kunci:
online promotion, physical evidence, store atmosphere, purchasing decision, consumer loyaltyAbstrak
This study aims to analyze purchasing decisions and consumer loyalty by investigating the impact of online promotions, physical evidence, and store atmosphere. It is a survey-based study focusing on the Kutaradja Fried Chicken franchise (Bireuen branch). A quantitative approach was employed, utilizing a sample of 90 respondents selected through purposive sampling. Data were collected via Likert-scale questionnaires and analyzed using multiple linear regression. The results indicate that: (1) Individually, online promotions, physical evidence, and store atmosphere have a positive and significant effect on purchasing decisions. (2) Regarding consumer loyalty, neither online promotions nor physical evidence showed a significant impact; conversely, store atmosphere had a positive and significant effect on consumer loyalty (significance value of 0.000). (3) Simultaneously, the three aspects (online promotions, physical evidence, and store atmosphere) contributed positively, explaining 80.9% of the variation in consumer purchasing decisions and 69.8% of the variation in consumer loyalty. Consequently, these findings serve as a basis for the Kutaradja Fried Chicken franchise to enhance purchasing decisions, with store atmosphere emerging as a particularly crucial factor in fostering consumer loyalty.
Unduhan
Referensi
Ahmad Jadari, & Sri Ernawati. (2023). Pengaruh Experiential Marketing dan Physical Evidence terhadap Loyalitas Konsumen Kafe Tea Break Kota Bima. LANCAH: Jurnal Inovasi Dan Tren, 1(2), 53-60. https://doi.org/10.35870/ljit.v1i2.1363
Andar, A. H., Dirgantara, I. M. B., & Nurdianasari, R. (2024). Analisis Pengaruh Kualitas Makanan, Harga, Lokasi Dan Lingkungan, Serta Kualitas Pelayanan Melalui Kepuasan Pelanggan Terhadap Loyalitas Pelanggan pada Restoran Cepat Saji Lokal Rocket Chicken. Diponedoro Journal of Management, 13, 1-12
As’ad, Abu-Rumman, H., & Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan. Rev. Integr. Bus. Econ. Res, 3(1), 315–326
Astutik, A. D., Pujianto, A., & Maduwinarti, A. (2018). Pengaruh store atmosphere, harga dan promosi terhadap keputusan pembelian. Jurnal Dinamika Administrasi Bisnis, 4(1).
Daud, Sarmiati (2023). Fundamental strategi pemasaran: marketing mix 4P to 4A, ALHu: Jurnal Al Mujaddid Humaniora 9(2), 28-36, p-ISSN: 2476-8855 e-ISSN: 2808-2850 DOI: https://doi.org/10.58553/jalhu
Dewi, K., & Hermana, H. C. (2023). Pengaruh Promosi Sosial Media dan Store Atmosphere Terhadap Keputusan Pembelian di Kafe Shan Juice Karawang Tahun 2022. Jurnal Ilmiah Wahana Pendidikan, 9(4), 264-274. https://doi.org/10.5281/zenodo.7678640.
Elvera, & Mico, S. (2022). Pengaruh Promosi Online Terhadap Keputusan Pembelian Jasa Transportasi Online Grab di Kota Pagar Alam. Jurnal Aktiva: Riset Akuntansi Dan Keuangan, 3(1), 29–43, https://doi.org/10.52005/aktiva.v3i1.129
Firmansyah, D., & Anang, F. M. (2019). Pemasaran Jasa: Strategi, Mengukur Kepuasan dan Loyalitas Pelanggan. Deepublish.
Furoida, F., & Maftukhah, I. (2018). The Influence of Service Quality and Store Atmosphere on Customer Loyalty Through Customer Satisfaction. Management Analysis Journal, 7(2), 164–170.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Pogram IBM SPSS Edisi Sembilan.Semarang: Badan Penerbit Universitas Diponegoro
Huda, N. (2021). Peluang, Tantangan dan Dampak Digital Marketing di Era Society 5.0. Jurnal Keislaman Terateks, 6(2), 126–144
Ilham, O. B., Wahono, B., & Mohamad Bastomi. (2023). Pengaruh Social Media Marketing, Electronic Word Of Mouth, dan Trend Fashion terhadap Minat Beli Produk Sepatu Converse (Studi Kasus Pada Mahasiswa Universitas Islam Malang). Jurnal Riset Manajemen, 12(02), 221–232.
Indrajit, R.E. (2002). Konsep dan Strategi E-Bisnis. Jakarta: STMIK Perbanas.
Intan, D. R., Gurning, R. N. S., & Ginting, L. N. (2021). Pengaruh Store AtmosphereTerhadap Kepuasan dan Loyalitas Konsumen. Jurnal Pertanian Agros, 23(1), 84-89
Kamaruddin, Win Konadi et al., (2025). E-Commerce: Bisnis Entreprenuership Era Society 5.0, Cetakan ke-1, Juni 2025, Medan: CV. Merdeka Kreasi
Kotler, P., & Keller, kevin lane. (2016). Marketing Management (15th Ed.) Pearson Education
Kumala, D. Octavia, Hufron, M., & Khalikussabir (2016). Pengaruh Store Atmosphere, Service Quality, Dan Harga Terhadap Loyalitas Pelangg an dengan Kepuasan Pelanggan sebagai Variabel Intervening (Studi Kasus Pada Konsumen Consina Store Dinoyo). 82–94
Lovelock, C., & Wirtz, J. (2016). Services Marketing: People, Technology, Strategy (8th ed.). Pearson
Marwan, A., Syahrin, A., Rizki, S., Saputra, R. J., & Konadi, W. (2025). Statistika Untuk Penelitian Pendidikan di Lengkapi dengan Aplikasi SPSS dan E-Views. Banda Aceh: Penerbit Bandar Publishing.
Marwan, Win Konadi, Alfi Syahrin, Kamaruddin, Rahmat (2023). Penelitian Kualitatif, Kuantitatif dan Mixed Method dilengkapi analisis data dengan SPSS, Banda Aceh: Bandar Publishing. ISBN: 978-623-449-205-7
Maryani, E. (2019). Geografi Pariwisata. Penerbit Ombak.
Michael Robert Solomon. (2017). Consumer behavior: Buying, having, and being (12th ed.). Pearson
Nurmin, A., & Suharni, R. (2022). Pengaruh store atmosphere dan promosi terhadap keputusan pembelian. Jurnal Disrupsi Bisnis, 5(6), 551–556. https://doi.org/10.32493/drb.v5i6.25220
Riani, O. A., & Susanti, R. (2024). Pengaruh Promosi Media Sosial, Kualitas Produk dan Store Atmosphere terhadap Keputusan Pembelian Produk Fashion (Survei pada Konsumen Abvistore di Kecamatan Tanon Sragen), Jurnal Ekonomi Dan Manajemen, 4(3), 280–295.
Sadiyah, H., Palinggi, Y., & Adawiyah, R. (2022). Pengaruh Physical Evidence dan Gaya Hidup Terhadap Loyalitas Pelanggan Pada Chanel Distro Di Tenggarong. Jurnal Ekonomi & Manajemen Indonesia, 18(1), 7–13. https://doi.org/10.53640/jemi.v18i1.500
Samboro J., Budiarti L., & Santoso E. B. (2019). Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Dan Dampaknya Terhadap Loyalitas Pelanggan Toko Buku Togamas Malang. Jurnal Administrasi Dan Bisnis, 13(1), 75-82
Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer Behavior (11th ed.), Pearson Education
Sutisna, J. (2021). Store atmosphere dan dampaknya terhadap loyalitas pelanggan ritel modern. Jurnal Manajemen Indonesia, 21(3), 200–210.
Sutisna, J., & Warokka, A. (2021). Store Atmosphere dan Dampaknya terhadap Loyalitas Pelanggan Ritel Modern. Jurnal Manajemen Indonesia, 200–210.
Stevany (2025). Pengaruh Store Atmosphere dan Service Quality Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Interverning (Studi Kasus Coffee Shop). OBIS, 7(2), 57-69
Steviana Al Fitran, Esti Dwi Rahmawati, & Triana Triana. (2026). Pengaruh Kualitas Pelayanan dan Physical Evidence terhadap Loyalitas Pelanggan Onti Coffe. Jurnal Manajemen, Bisnis Dan Kewirausahaan, 6(2), 385–395. https://doi.org/10.55606/jumbiku.v6i2.7645
Sugiyono, (2017). Metodologi Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta
Tjiptono, F. (2019). Strategi Pemasaran (5th ed.). Andi Publisher.
Tjiptono, F., & Chandra, G. (2016). Pemasaran Strategik (4th ed.). andi.
Turley, L. W., & Milliman, R. E. (2016). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research, 49(2), 193–211.
Veta Lidya Delimah Pasaribu (2020). Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Pada Restoran De’cost Giant Pamulang Square Tangerang Selatan, Manajerial 12(2), 156-167, http://ejournal.upi.edu/index.php/manajerial/
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education.
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Cut Bulan Amanda, Kamaruddin Kamaruddin, Fatimah Zuhra
Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.
