Integrating Atmosphere, Scent, and Promotion to Boost Consumer Decisions: Evidence from MSME Coffee Shops

This study explores the influence of store atmosphere and scent on purchasing decisions by making promotion a mediating variable, in the context of coffee shop MSMEs in West Java which are experiencing rapid growth along with the increasing trend of urban lifestyles that demand comfortable and aesthetic social spaces. One approach that is now developing is experiential marketing, which emphasizes the importance of elements such as store atmosphere and scent on purchasing decisions with promotion as a mediating variable. This research was conducted at MSME coffee shops in West Java with 304 respondents. The analysis method used is partial least square (SmartPLS Version 4). The results showed that store atmosphere and scent had a significant effect on purchasing decisions, both directly and indirectly through promotion. This finding confirms the importance of emotional approaches and targeted promotions in influencing purchasing decisions. This research provides practical contributions for MSMEs in developing marketing strategies based on customer experience