The Influence Of Store Environment, Product Quality Perception, Word Of Mouth, And Customer Experience On Purchasing Decisions For Mixue Ice Cream In Jambi City
DOI:
https://doi.org/10.55227/ijerfa.v3i4.379Abstract
This study aims to analyze the influence of store atmosphere, product quality perception, word of mouth, and customer experience on purchasing decisions for Mixue Ice Cream in Jambi City. A quantitative approach was employed, using questionnaires distributed to 100 respondents. The data were analyzed using the Statistical Package for the Social Sciences (SPSS) version 29. The results show that the store atmosphere has no significant effect on purchasing decisions (t = 1.192, sig = 0.236). In contrast, product quality perception (t = 2.758, sig = 0.007), word of mouth (t = 2.928, sig = 0.004), and customer experience (t = 3.339, sig = 0.001) have a significant and positive influence on purchasing decisions. Simultaneously, all four variables jointly have a significant effect on purchasing decisions (F = 11.717, sig = 0.000), with an R² value of 0.324, indicating that 32.4% of the variance in purchasing decisions can be explained by the model. These findings suggest that experiential and relational factors play a more dominant role in influencing consumer purchasing behavior than physical store attributes. The study offers practical implications for businesses in optimizing marketing strategies focused on product quality, customer experience, and word of mouth to enhance consumer purchase decisions.
References
Adam (20150 Regarding Product Quality Perception.
Ani, J.L.B., & Tampenawas, J.L.A. (2021). A study on how brand image, promotional strategies, and service quality affect consumer purchasing decisions on Tokopedia’s e-commerce platform in Manado. EMBA Journal, pages 663–674
Arisena, AA, Purbo Suseno, G., & Fahreza, M. (2023). The Role of Website Usage and Product Quality in Purchasing Decisions on Fashion Products. Coopetition: Scientific Journal of Management, 14(2), 253–266. https://doi.org/10.32670/coopetition.v14i2.3305
Ayutia Nurita Sari. (2022). Condition of Food and Beverage Processing Industry in Indonesia. Ministry of Finance of the Republic of Indonesia. https://www.djkn.kemenkeu.go.id/kanwil-suluttenggomalut/baca-artikel/15588/Kondisi-Industri-Pengolahan-Makanan-dan-Minuman-di-Indonesia.html
Brandinie (2022) regarding Word of Mouth (WOM).
Buchari Alma (2016:96) regarding Purchasing Decisions.
Farrel Baihaqi (2022) Customer Experience.
Henri. (2018). The Influence of Ewom Information Dimensions and Information Reception on the Desire to Resend Messages. Angewandte Chemie International Edition, 6(11), 951–952., 1987, 11–30.
Kotler & Keller (2016:561) Regarding Store Atmosphere
Kotler & Keller (2012) About Word of Mouth
Marta Nasrani Gee, Alwinda Manao, ASG (2021). Pareto: Journal of Management and Business Research. Journal of Management and Business Research, 6(1), 10–22.
Maryati, & Khoiri.M. (2021). The Influence of Product Quality, Service Quality and Promotion on Purchase Decisions at Time Universe Studio Online Store. Journal of Economics and Business, 11(1), 542–550.
Meyer & Schwager (2018) Regarding Customer Experience.
Mustika, MAC, Suwarni, E., & Anggarini, DR (2023). The Influence of Customer Experience and Product Variation on Repurchase Interest of Mixue Ice Cream and Tea Products in Bandar Lampung City. Journal of Strategy of Management & Accounting through Research & Technology, 1 (2)(2), 35–46.
Journal of Economics and Business, 7(2).
Purbo Suseno (2023) Regarding Product Quality.
Putri, AA (nd). Data on 10 Provinces with the Most Mixiue Outlets in Indonesia. https://data.goodstats.id/statistic/10-provinsi-dengan-gerai-mixue-terbanyak-di-indonesia-yfFmV
Rahmawati, P., & Cyasmoro, V. (2024). The influence of store atmosphere, price perception and product quality on purchasing decisions at my mother's bakery in Depok. 7, 10252–10262.
Setianingsih, R., Kusumah, A., & Rozi, MF (2023). The Influence of Brand Image, Price, and Word of Mouth (WOM) on Purchasing Decisions of Teh Gepuk in Pekanbaru. SNEBA: Proceedings of the National Seminar on Economics, Business & Accounting, 3, 70–78.
Sian, DSC, & Brandinie, M. (2022). The Influence of Word of Mouth (WOM) and Taste on Consumer Purchasing Decisions at Ropang Plus Plus Restaurant, Pluit Sakti. Institute and Business Informatics Kwik Kian Gie, 1–15.………………………………………
Sugiyono (2019) Regarding Purposive Sampling
Tua, et.al (2022). The Influence of Product Quality and Price on the Purchase Decision of Dab Decker Submersible Water Pump Machines at Cv. Citra Nauli Electricsindo Pekanbaru. Multidisciplinary Scientific Journal, 140–154.
