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SYNERGY OF STORE ATMOSPHERE AND BRAND IMAGE: ANALYSIS OF ITS INFLUENCE ON CONSUMER PURCHASING DECISIONS AT SOCIOLLA JAMBI CITY

Journal of Business Studies and Management Review · Vol. 7 No. 2 (2024) · hlm. 74–78

DOI
10.22437/jbsmr.v7i2.35233
ISSN
2597-6265, 2597-369X
Terbit
2024-06-29
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

The changing landscape of e-commerce businesses is the result of rapid technological advancements and changes in customer behavior. One of the largest beauty e-commerce businesses in Indonesia, PT Socio Bella, also known as Sociolla, is a platform that faces intense competition to develop and retain its online consumers to offline consumers in stores. This study aims to see how the influence of store atmosphere and brand image on consumer purchasing decisions partially and simultaneously. This study uses quantitative research methodology with an associative approach to see the effect of store atmosphere and brand image on purchasing decisions at Sociolla in Jambi City. The population used in this study were consumers who had made purchases or visited Sociolla in Jambi City while the sampling method used in the process was purposive sampling which involved a total of 100 respondents using the Lemeshow formula. The results showed that at Sociolla Jambi City, store atmosphere has a significant and positive influence on purchasing decisions and brand image has a significant and positive influence on purchasing decisions while both have a simultaneous effect on consumer purchasing decisions. So it can be concluded that these two factors go hand in hand with the emergence of consumer purchasing decisions at Sociolla Jambi City.

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23 penulis · 57 tautan kepenulisan bersama · 11 lintas organisasi

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  • Universitas Dinamika Bangsa
  • Universitas Jambi
  • Padjadjaran University
  • Bandung Institute of Technology
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Rekan penulisOrganisasiArtikel bersama
Yossinomita YossinomitaUniversitas Dinamika Bangsa4
Raihan Fajri RamadhanUniversitas Jambi4
YossinomitaUniversitas Dinamika Bangsa3
Ayu FeranikaUniversitas Dinamika Bangsa2
Yosi FadhillahUniversitas Dinamika Bangsa2
Anjastanara PasaeUniversitas Dinamika Bangsa2
Eddy SuratnoUniversitas Dinamika Bangsa2
Pupung IsmayantiUniversitas Dinamika Bangsa2
Rahmi ArinaPadjadjaran University1
Irfan HassandiBandung Institute of Technology1
Wahya Iffa LubisUniversitas Jambi1
Raja Sharah FatriciaUniversitas Jambi1
wAfiliasi tidak diketahui1
Zora Anjas WilonaUniversitas Dinamika Bangsa1
Alberta IngrianaUniversitas Dinamika Bangsa1
Laura PrasastiAfiliasi tidak diketahui1
Effiyaldi EffiyaldiAfiliasi tidak diketahui1
Vinsensius Kenzie Aldo BaswaraUniversitas Dinamika Bangsa1
Dini HaryatiUniversitas Dinamika Bangsa1
Widyadhana CandraningtiasUniversitas Dinamika Bangsa1

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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">SYNERGY OF STORE ATMOSPHERE AND BRAND IMAGE: ANALYSIS OF ITS INFLUENCE ON CONSUMER PURCHASING DECISIONS AT SOCIOLLA JAMBI CITY</dc:title>
	<dc:creator xml:lang="en">Pangestu, Mira Gustiana</dc:creator>
	<dc:creator xml:lang="en">Fahdillah, Yosi</dc:creator>
	<dc:creator xml:lang="en">Sabrina, Hanan Laras</dc:creator>
	<dc:subject xml:lang="en">Store Atmosphere</dc:subject>
	<dc:subject xml:lang="en">Brand Image</dc:subject>
	<dc:subject xml:lang="en">Purchase Decision</dc:subject>
	<dc:subject xml:lang="en">Sociolla</dc:subject>
	<dc:description xml:lang="en">The changing landscape of e-commerce businesses is the result of rapid technological advancements and changes in customer behavior. One of the largest beauty e-commerce businesses in Indonesia, PT Socio Bella, also known as Sociolla, is a platform that faces intense competition to develop and retain its online consumers to offline consumers in stores. This study aims to see how the influence of store atmosphere and brand image on consumer purchasing decisions partially and simultaneously. This study uses quantitative research methodology with an associative approach to see the effect of store atmosphere and brand image on purchasing decisions at Sociolla in Jambi City. The population used in this study were consumers who had made purchases or visited Sociolla in Jambi City while the sampling method used in the process was purposive sampling which involved a total of 100 respondents using the Lemeshow formula. The results showed that at Sociolla Jambi City, store atmosphere has a significant and positive influence on purchasing decisions and brand image has a significant and positive influence on purchasing decisions while both have a simultaneous effect on consumer purchasing decisions. So it can be concluded that these two factors go hand in hand with the emergence of consumer purchasing decisions at Sociolla Jambi City. 
&amp;nbsp;</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2024-06-29</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/35233</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v7i2.35233</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 7 No. 2 (2024): JBSMR, Vol 7 No.2 June 2024; 74-78</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/35233/18357</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2024 Mira Gustiana Pangestu</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>