PERANAN MINAT BELI DALAM MEMEDIASI CONTENT MARKETING, PRICE, DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN PADA FRTN.COFFEE DAWUHAN SITUBONDO

Abstract

This study aims to analyze the role of Buying Interest in mediating teh effects of Content marketing, Price, and Store atmosphere on Purchasing Decisions at FRTN.COFFEE Dawuhan Situbondo. This research utilize a quantitative method with a purposive sampling technique, involving a sample of 132 respondents. Data analysis was conducted using SmartPLS 3.0. The data analysis methods applied in this study include convergent validity testing, reliability testing, classical assumption testing, Goodness of Fit (GoF) testing, coefficient of determination analysis, structural equation modeling (inner model), and hypothesis testing. The results of direct effect hypothesis testing indicate that Content Marketing has a positive but non-significant effect on Buying Interest. Price has a positive and significant effect on Buying Interest. Store Atmosphere has a positive and significant effect on Buying Interest. Content Marketing has a positive but non-significant effect on Purchasing Decisions. Price has a positive and significant effect on Purchasing Decisions. Store Atmosphere has a positive but non-significant effect on Purchasing Decisions. Buying Interest has a positive and significant effect on Purchasing Decisions. Furthermore, the indirect effect testing reveals that Content Marketing has a positive but non-significant effect on Purchasing Decisions through Buying Interest as a mediating variable. Price has a positive and significant effect on Purchasing Decisions through Buying Interest as a mediating variable. Lastly, Store Atmosphere has a positive and significant effect on Purchasing Decisions through Buying Interest as a mediating variable.