Determinan Keputusan Pembelian dalam Bisnis Coffee Shop

Abstract

This study aims to determine the effect of Store Atmosphere and Service Quality on consumer purchasing decisions in the coffee shop business. This type of research is quantitative causality to examine the relationship between variables that arise symmetrically without paying attention to the influence of another variable. The sample of this research is coffee shop visitors as many as 90 respondents. Sampling uses a sampling technique with the Accidental Sampling method. Data analysis used validity, reliability, classical assumptions, multiple linear analysis and hypothesis testing. Researchers have studied and proven that the determinants of store atmosphere and service quality in the Coffee Shop business have a positive effect on purchasing decisions. This can be interpreted, the more attractive the atmosphere of the store or the exterior and interior and the increasing quality of service based on reliability and empathy can have a positive and significant influence on purchasing decisions.

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