Penelitian ini bertujuan untuk mengetahui pengaruh Store Atmosphere, Viral Marketing, dan Online Customer Review terhadap keputusan pembelian konsumen pada Sagof Coffee. Penelitian ini menggunakan metode deskriptif dan verifikatif. Populasi dalam penelitian ini adalah konsumen Sagof Coffee di Kabupaten Kuningan dengan jumlah populasi yang tidak diketahui secara pasti. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan kriteria responden yaitu konsumen yang pernah melakukan pembelian di Sagof Coffee. Jenis data yang digunakan adalah data kuantitatif yang diperoleh melalui kuesioner yang telah diuji validitas dan reliabilitasnya, serta data sekunder yang diperoleh melalui studi pustaka. Metode analisis data yang digunakan meliputi analisis deskriptif, analisis verifikatif, uji asumsi klasik, analisis regresi linier berganda, koefisien determinasi (R²), serta pengujian hipotesis menggunakan uji F dan uji t. Hasil penelitian menunjukkan bahwa secara simultan, Store Atmosphere, Viral Marketing, dan Online Customer Review berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen pada Sagof Coffee. Secara parsial, Store Atmosphere berpengaruh positif dan signifikan terhadap keputusan pembelian, Viral Marketing berpengaruh positif dan signifikan terhadap keputusan pembelian, dan Online Customer Review berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen.
This study aimed to determine the effect of Store Atmosphere, Viral Marketing, and Online Customer Review on consumer purchase decisions at Sagof Coffee. The research employed a descriptive and verificative method. The population in this study consisted of consumers of Sagof Coffee in Kuningan Regency, with an unknown total population size. The sampling technique used was purposive sampling, with the criteria being respondents who had made a purchase at Sagof Coffee. The type of data used was quantitative data obtained through a questionnaire that had been tested for validity and reliability, as well as secondary data collected through literature studies. The data analysis methods included descriptive analysis, verificative analysis, classical assumption tests, multiple linear regression analysis, coefficient of determination (R²), and hypothesis testing using both F-test and t-test. The results of the study showed that simultaneously, Store Atmosphere, Viral Marketing, and Online Customer Review had a positive and significant effect on consumers' purchase decisions at Sagof Coffee. Partially, Store Atmosphere had a positive and significant effect on purchase decisions, Viral Marketing had a positive and significant effect on purchase decisions, and Online Customer Review also had a positive and significant effect on consumers' purchase decisions.