International Journal of Economics.
Business and Accounting Research (IJEBAR) Peer Reviewed Ae International Journal Vol-9.
Issue-2, 2025 (IJEBAR) E-ISSN: 2614-1280 P-ISSN 2622-4771 https://jurnal.
stie-aas.
id/index.
php/IJEBAR THE INFLUENCE OF SOCIAL MEDIA.
STORE ATMOSPHERE AND PROMOTIONS ON REPURCHASE INTEREST IN PAON SIYAP
KARUNIA PRODUCTS IN SURABAYA
Kelly Gunawan1.
Calandra Kiara2.
Sutanto3 Culinary Business.
Universitas Ciputra Surabaya1,2 Magister Management Universitas Ciputra Surabaya3 E-mail: kgunawan04@student.
Abstract:
This study aims to examine the impact of social media, store atmosphere and promotion on repurchase intention for Paon Siyap Karunia products.
The study used quantitative methods to test between research variables.
Paon Siyap Karunia is a food business that sells Indonesian food from 2020.
The population used in this study were people who had bought Paon Siyap Karunia products, with a sample of 150 respondents.
Data was collected using google form.
This study uses purposive sampling techniques and non-probability sampling Data was processed using SPSS 26.
The result showed that social media has an effect on repurchase interest, which shows that managing social media to be better and more attractive can increase repurchase interest.
The result showed that store atmosphere has an effect on repurchase interest, which shows that having a comfortable place can increase repurchase interest.
The result showed that promotion has an impact on repurchase interest, which provides evidence that appropriate and attractive promotions can increase repurchase interest.
And the results on social media, store atmosphere and promotions affect the interest in repurchasing Paon Siyap Karunia products.
Keywords:
store atmosphere, social media, promotions, repurchase interest Submitted: 2025-03-20.
Revised: 2025-05-20.
Accepted: 2025-05-28 Introduction SurabayasAos economic growth during 2023 experienced a good increase of 5.
One of the causes of SurabayaAos economic resources to increase is the distribution of GRDP in the business field of accommodation and drinking food provision, which contributed 16.
In regions such as East Java, the MSME sector acts as a driver of innovation, entrepreneurship and poverty alleviation (Atichasari & Marfu, 2023.
Fahriza Yose, 2.
These enterprises are critical for creating jobs and exploding employment opportunities, contributing significantly to the countryAos economic development (Gede Heru Marwanto et al.
, 2.
Therefore, more and more people are opening businesses in the culinary field, strategies are needed that can increase business sales and they must also be as fast and precise as possible in determining how to market their products.
Theoretically, the policies pursued by a business in marketing its product are: .
creating products.
placing prices.
implementing promotions.
choosing distribution channels.
Paon Siyap Karunia is a culinary business that was recently established in November 2020, currently opening a tenant at Denver Food Walk.
Denver Apartment.
Besides opening a tenant International Journal of Economics.
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Paon Siyap Karunia also opened a catering service, they specialize in selling Indonesian food.
In terms of sales.
Paon Siyap Karunia experiences buyer instability.
In this case Paon Siyap Karunia needs development in its business, which will be carried out by researchers to examine its business more deeply.
The following is sales data from Paon Siyap Karunia.
Figure 1.
Chart of Sales of Paon Siyap Karunia 2020 - 2024 Based on the Figure 1.
above, it can be observed that the sales of Paon Siyap Karunia is not stable, in the quarter of November 2020 to April 2021 getting total sales close to 40 million Rupiah, then in the quarter of May 2021 to October 2021 and the quarter of November 2021 to April 2022 experiencing a decline so that the revenue is below 30 million.
Then after that it increased again until October 2023, but decreased again in the quarter of November 2023 to April 2024.
This explains that Paon Siyap KaruniaAos sales are less stable and the cause is still Therefore, researchers are interested in conducting research to create strategies that can improve Paon Siyap Karunia consumerAos repurchase interest.
Figure 2.
Pre-survey Results of Variable Paon Siyap Karunia The pre-survey results state several factors that cause sales instability, such as: social media .
,3%), store atmosphere .
,3%) and promotion .
,2%).
The first factor that causes sales instability is social media.
Social media is an important foundation for entrepreneurs so International Journal of Economics.
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Instagram can be the most strategic social media to become a marketing medium, because it can influence someoneAos behaviour or interest.
This is because contect differentiates an account from other accounts (Rachman Jonni & Hariyanti, 2.
The display/promotion method used to promote the sale of Paon Siyap Karunia lacks interest for customers, so many buyers are not interested in seeing the contents of the Instagram.
The second factor is store atmosphere.
Store atmosphere can be one of the important things for buyers, as buyers will first see how the atmosphere of the store is.
Building a comfortable atmosphere can affect the buyerAos emotional state, so that it can encourage consumers to make Meanwhile, at Paon Siyap Karunia, buyers complain about the hot atmosphere and small place, making it uncomfortable to linger in that place.
According to (Kezia et al.
, 2.
creating a pleasant atmosphere, including through proper decoration, music, lighting, and room temperature, can increase customer satisfaction and encourage their interest in making repeat The next factor that affects Paon Siyap KaruniaAos sales is the promotion of food discounts.
Promotion is one of the many ways producers apply.
Various kinds of promotions are used to give the attractiveness of products sold.
Efforts to attract consumer buying interest can be in the form of applying discounts.
The word AudiscountsAy is attractive to buyers.
The higher and more attractive the promotion carried out, the more interest consumers will have in buying the product or service.
Literature Review Before researchers continue this study further, there are some other previous studies on a similar topic that can be used as a reference.
According to the research by (Widya Astuti & Abdurrahman, 2.
, social media has a positive relationship on repurchase interest.
The relationship with this study is the use of social media and repurchase interest variables.
Based on research of (Azizah et al.
, 2.
, store atmosphere is significant to repurchase interest.
The relationship with this research is the use of store atmosphere variables and repurchase interest.
Based on the research of (Abadi Putri et al.
, 2.
, the promotion has a positive relationship on repurchase interest.
The relationship with this research is the use of promotional variables and repurchase interest.
Figure 3.
Hypothesis Conceptual International Journal of Economics.
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above, the hypotheses used for this research can be determined as follows:
Social Media have an influence on Repurchase Interest (H.
Store Atmosphere have have an influence on Repurchase Interest (H.
Promotions have an influence on Repurchase Interest (H.
Social Media.
Store Atmosphere, and Promotions have an influence on Repurchase Interest (H.
Research Method To prove the hypotheses this research uses quantitative methods.
The population that use in this research are all consumers who have visited or made transactions at Paon Siyap Karunia in Surabaya.
In this study, researchers will conduct a multivariate analysis, with a total of 15 indicators, the number of sample members is 15 x 10 = 150 samples.
This research uses nonprobability sampling methods and purposive sampling techniques.
Some of the sample criteria in this study are that: .
Respondents make purchases at Paon Siyap Karunia at least once .
aged between 17 - 50 years .
have an Instagram social media account.
This study has indicators related to each variable, as follows:
Social media: context, communication, interaction, connection.
Store atmosphere: store exterior, general interior, store layout, interior display.
Promotion/discount: discount frequency, discount amount, discount time.
Purchase interest: transactional interest, referential interest, preferential interest, explorative interest.
Results and Discussion Results Validity and Reliability Instrument Validity Test The validity test used is the Pearson correlation method, which is a validity test conducted by correlating the item scores with the total score.
The criteria used for testing is a significance level of 0.
If the significance value is < 0.
05, the item is considered valid.
However, if the significance value is > 0.
05, the item is considered invalid.
International Journal of Economics.
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Validity Test Variables Social Media (SM) Store Atmosphere (SA) Promotion (P) Purchase Interest (PI) Indicator Pearson Correlation SM.
SM.
SM.
SM.
SA.
SA.
SA.
SA.
PI.
PI.
PI.
PI.
Significance Remarks Valid Source: Processing data .
Based on Table 1, all of the variables can be declared valid because all variables have < 0.
Reliability Test Reliability testing evaluates the accuracy of the data collected during the analysis.
In this study, the researcher used the Cronbach Alpha System in SPSS.
In this Cronbach Alpha System, if the CronbachAos alpha () value of a variable is > 0.
60, then the indicators used by that variable are reliable, while if the CronbachAos alpha () value of a variable is < 0.
60, the indicators used by that variable are considered unreliable.
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Reliability Test CronbachAos Alpha CronbachAos Indicator if Item Deleted Alpha SM.
SM.
SM.
SM.
SA.
SA.
SA.
SA.
PI.
PI.
PI.
Remarks Reliable PI.
Source: Processing data .
Based on Table 2, it shows that CronbachAos alpha values for each indicator are greater than 6, which means the indicators of the research instrument are reliable.
Classic Assumptions Test Normality Test Table 3.
Normality Test One-Sample Kolmogorov-Smirnov Test Unstandardized Residual Mean Std.
Deviation Absolute Positive Negative Normal Parametersa.
Most Extremes Differences Test Statistic Asymp.
Sig.
-taile.
Source: Processing data .
International Journal of Economics.
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Issue-2, 2025 (IJEBAR) E-ISSN: 2614-1280 P-ISSN 2622-4771 https://jurnal.
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12, which is greater than 0.
05, so it can be stated that the research data has a normal distribution.
Multicollinearity Test Table 4.
Multicollinearity Test Variabel Tolerance VIF Social Media (SM) Store Atmosphere (SA) Promotion (P) Source: Processing data .
According to Table 4 above, the VIF values for each variable are less than 10, so it can be concluded that there is no multicollinearity in the regression model.
Hypothesis Multiple Linear Regression Equations Table 5.
t Test (Partia.
Coefficientsa Unstandardized Coefficients Variabel (Constan.
Std.
Error Standardized Coefficients Sig.
Social Media .
Store Atmosphere Promotion Source: Processing data .
The value of constant is 4.
484, meaning that without the influence of the independent variables, namely social media, store atmosphere and promotion, the dependent variable of repurchase interest has a fixed value of 4.
The social media variable have a positive influence on the repurchase interest variable with a coefficient of 0.
215, which means that the repurchase interest variable will increase by International Journal of Economics.
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Issue-2, 2025 (IJEBAR) E-ISSN: 2614-1280 P-ISSN 2622-4771 https://jurnal.
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256, which means that the repurchase interest variable will increase to 0.
The promotion variable is known to have a positive influence on the repurchase interest variable with a coefficient of 0.
261, which means that the repurchase interest variable will increase by 0.
And based on Table 5, it shows that significance value of each variable is < 0.
05, so it can be stated that variables X have simultaneous effect on variable Y.
F Test (Simultaneou.
Table 6.
F Test (ANOVA) Model Sum of Squares Mean Square Sig.
Regression Residual Total Source: Processing data .
According to Table 6, it can be seen that the F test counts 33.
84 with a significance value < 0.
05, which means that all independent variables, social media, store atmosphere and promotion simultaneously have an impact on the dependent variable, namely repurchase Coefficient of Determination Test (R.
Table 7.
Coefficient of Determination Result Adjusted R2 Std.
Error of the Estimate Source: Processing Data .
According to Table 7, the coefficient of determination (R) is 0.
640 which indicates that social media, store atmosphere and promotion have a strong relationship to repurchase interest.
Then for the coefficient of determination (R.
value of 0.
410 shows that social media, store atmosphere and promotion have an impact of 41% on repurchase interest.
And the remaining of 59% is the variability of the repurchase interest variable that can be explained by other variables that are not in this research.
2 Discussion The Effect of social media on Repurchase Interest International Journal of Economics.
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These results indicate that when social media is increasingly attractive, interactive with buyers and informative, then repurchase interest can increase.
According to (Istanto et al.
, 2.
, social media allows companies to build networks with customers to build relationships and achieve a better understanding of customer needs.
The Effect of Store Atmosphere on Repurchase Interest Based on the research above, it shows that store atmosphere has a significant effect on repurchase interest.
This is also in line with research conducted by (Apriyadi et al.
, 2.
which states that attracting consumers to make purchases can also be done by providing a pleasant atmosphere for consumers in the store, because consumers that feel happy are expected to make purchases.
According to (Kezia et al.
, 2.
various physical aspects, such as aesthetic design and comfortable room temperature, are related to the store atmosphere that can build an image and attract consumerAos purchase interest.
These results indicate that when the store atmosphere becomes more comfortable, clean and has adequate facilities, then repurchase interest can be increased.
The Effect of Promotions on Repurchase Interest Based on the research above, it shows that promotions have a significant effect on repurchase interest.
These results indicate that when the promotions are attractive, consistent, and meet the consumerAos needs, then repurchase interest can increase.
According to (Indomora & Sutanto, 2.
branding the product benefits and ideas are important.
There is a line of research that conducted by (Nurul Chusna et al.
, 2.
, discounts can make consumers happy, satisfied and comfortable to shop, then the consumers will have an interest in making The Effect of Social Media.
Store Atmosphere and Promotions on Repurchase Interest Based on the research above, it shows that social media, store atmosphere and promotions have a significant effect on purchase interest.
From the results of research that have been studied before, states that the variables of store atmosphere and social media promotion have a simultaneous effect on purchasing decisions (Dandi et al.
, 2.
Conclusion Based on the results of data analysis and discussion, the following conclusions that can be The study indicates that social media has a positive relationship with repurchase interest.
Based on these results, it states that social media significantly influences repurchase The study indicates that store atmosphere has a positive relationship with repurchase Based on these results, it states that the store atmosphere significantly influences repurchase interest.
The study indicates that promotions have a positive relationship with repurchase interest.
Based on these results, it states that promotions significantly influences repurchase International Journal of Economics.
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Business and Accounting Research (IJEBAR) Peer Reviewed Ae International Journal Vol-9.
Issue-2, 2025 (IJEBAR) E-ISSN: 2614-1280 P-ISSN 2622-4771 https://jurnal.
stie-aas.
id/index.
php/IJEBAR The study indicates that social media, store atmosphere and promotions have a positive relationship with repurchase interest.
Based on these results, it states that social media, store atmosphere and promotions significantly influences repurchase interest.
Suggestion for further researchers, this study can be used as a reference for business development or conduct a study by using the same variables or add new variables that arenAot used in this research.
References