PENGARUH PEMASARAN SOSIAL MEDIA DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen Rilo™ Coffee and Space Malang)

This study aims to analyze the influence of social media marketing and store atmosphere on purchase decisions with brand image as a mediating variable, using Rilo™ Coffee and Space Malang as a case study. The study utilizes the Stimulus-Organism-Response (SOR) theory to explain how external elements, such as social media marketing and store atmosphere, affect consumer perceptions and ultimately influence purchase decisions. Through a quantitative approach with purposive sampling technique, the study
involved 120 respondents who are customers of Rilo™ Coffee and Space Malang. The results show that social media marketing and store atmosphere have a positive influence on brand image, which subsequently affects purchase decisions. Social media marketing
has a direct impact on purchase decisions, while store atmosphere influences purchase decisions through brand image. This study emphasizes the importance of optimizing digital marketing strategies and in-store experiences that support brand image to drive consumer purchase decisions.