Penelitian ini dilatarbelakangi oleh maraknya bisnis kedai kopi di Indonesia yang memunculkan persaingan ketat antar pelaku usaha. Keputusan pembelian konsumen dipengaruhi oleh berbagai faktor, termasuk Electronic Word of Mouth (E-WOM), Cafe Atmosphere, dan fasilitas ibadah. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh E-WOM, Cafe Atmosphere, dan fasilitas ibadah terhadap keputusan pembelian di Coffee shop Anantari Candi Golf Semarang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada 96 responden yang merupakan konsumen Anantari Coffee. Teknik analisis yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa Cafe Atmosphere dan fasilitas ibadah berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan E-WOM tidak berpengaruh signifikan. Temuan ini memberikan implikasi bagi pelaku bisnis kedai kopi dalam memperhatikan suasana kafe dan penyediaan fasilitas ibadah sebagai strategi peningkatan keputusan pembelian konsumen.
 
ABSTRACT:
This research is motivated by the rapid growth of coffee shop businesses in Indonesia, leading to intense competition among entrepreneurs. Consumer purchase decisions are influenced by various factors, including Electronic Word of Mouth (E-WOM), cafe atmosphere, and worship facilities. This study aims to analyze the influence of E-WOM, cafe atmosphere, and worship facilities on purchase decisions at Anantari Coffee shop Candi Golf Semarang. A quantitative approach was employed using a survey method. Data were collected through questionnaires distributed to 96 respondents who were customers of Anantari Coffee shop. The data analysis technique used was multiple linear regression. The results show that both cafe atmosphere and worship facilities have a positive and significant effect on purchase decisions, while E-WOM does not have a significant influence. These findings provide insight for coffee shop businesses to emphasize creating a comfortable atmosphere and providing proper worship facilities as strategies to enhance consumer purchasing decisions.