Enhancing Purchase Intentions in Boutiques: A Study on Store Atmosphere, Social Media Marketing, and Consumer Lifestyles

Nursaban Rommy, Sinarwaty and Naqiah Amanda Putri
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Nursaban Rommy: Faculty of Economics and Business, Halu Oleo University, Indonesia
Sinarwaty: Faculty of Economics and Business, Halu Oleo University, Indonesia
Naqiah Amanda Putri: Faculty of Economics and Business, Halu Oleo University, Indonesia

International Journal of Research and Scientific Innovation, 2023, vol. 10, issue 10, 01-07

Abstract: The purpose of this study is to observe the simultaneous influence of store atmosphere, social media marketing and lifestyle on purchasing decisions and to partially test the individual variables of living environment, social media marketing and lifestyle. Shopper shopping lifestyle. Selection at Youfit Kendari Boutique. The subjects of this research are the consumers of Youfit Kendari Boutique. This study uses a quantitative approach with a total population of 85 employees. The number of samples determined by the census is , so the number of research samples is 85 consumers. Data were collected using a questionnaire and analyzed using more than one linear regression. The results of the analysis of this study concluded that the store atmosphere, social media marketing and lifestyle simultaneously have a significant influence on purchasing decisions. The store atmosphere therefore has a positive and significant influence on purchasing decisions. Social media marketing has a positive and significant influence on purchasing decisions. Lifestyle has a positive and significant influence on purchasing decisions. Lifestyle is the most dominant influencing variable in purchasing decisions.

Date: 2023
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