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This research was conducted to determine the effect of social media marketing, store environment, sales promotion, and perceived value to purchase decision SOGO Department Store. This research uses a quantitative method that is by distributing questionnaires to 100 respondents who have bought goods at SOGO in West Jakarta. The research method in this study used multiple regression analysis assisted by SPSS. The results of this study are known that simultaneously all independent variables have an influence on purchase decision. Partially, the variables of the store environment, sales promotion, and perceived value have a significant influence on consumer purchase decision, while the social media marketing variable do not significantly influence consumer purchase decision. Abstrak : Penelitian ini dilakukan untuk mengetahui pengaruh pemasaran sosial media, kondisi lingkungan toko, promosi penjualan, dan persepsi nilai terhadap keputusan membeli SOGO Department Store. Penelitian ini menggunakan metode kuantitatif yaitu dengan menyebar kuesioner kepada 100 responden yang pernah membeli barang di SOGO wilayah Jakarta Barat. Metode penelitian pada penelitian ini menggunakan analisis regresi berganda yang dibantu dengan SPSS. Hasil dari penelitian ini diketahui bahwa secara simultan semua variabel bebas memiliki pengaruh terhadap keputusan membeli konsumen. Secara parsial, variabel kondisi lingkungan toko, promosi penjualan, dan nilai keuntungan memberikan pengaruh yang signifikan terhadap keputusan membeli konsumen, sedangkan variabel pemasaran sosial media tidak berpengaruh secara signifikan terhadap keputusan membeli konsumen.

Pengaruh Social Media Marketing, Store Environment, Sales Promotion, dan Perceived Value Terhadap Purchase Decision Konsumen SOGO Department Store