The Influence of Electronic Word of Mouth, Service Quality, and Cafe Atmosphere on Purchasing Decisions at Zozo Garden Coffeeshop

Authors

  • Rima Septia Ningsih University of Bandar Lampung
  • Dora Rinova University of Bandar Lampung

DOI:

https://doi.org/10.47134/jees.v2i2.598

Keywords:

Electronic Word of Mouth, Service Quality, Café Atmosphere, Purchasing Decisions

Abstract

This research investigates how Electronic Word of Mouth, Service Quality, and Café Atmosphere influence purchasing decisions at Zozo Garden Coffeeshop in Bandar Lampung City. A quantitative approach with descriptive methods was employed, utilizing purposive sampling to select a sample of 96 respondents. Multiple linear regression analysis was used to process the data. Results from the t-test indicate that Electronic Word of Mouth significantly impacts purchasing decisions at Zozo Garden Coffeeshop. Likewise, Service Quality and Café Atmosphere also significantly affect purchasing decisions. The R Square value of 0.708 from the coefficient of determination test suggests that these three variables explain 70.8% of purchasing decisions, with the remaining 29.2% attributable to other factors outside the study's scope.

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Published

2025-01-22

How to Cite

Ningsih, R., & Rinova, D. (2025). The Influence of Electronic Word of Mouth, Service Quality, and Cafe Atmosphere on Purchasing Decisions at Zozo Garden Coffeeshop. Journal of Environmental Economics and Sustainability, 2(2), 15. https://doi.org/10.47134/jees.v2i2.598

Issue

Vol. 2 No. 2 (2025): February

Section

Articles

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