Pengaruh Store Atmosphere Dan Harga Terhadap Keputusan Pembelian Pada Café Teanol Di Kota Jambi

Wandana, wanda and Musnaini, Musnaini and Bhayangkari, Sylvia Kartika Wulan (2023) Pengaruh Store Atmosphere Dan Harga Terhadap Keputusan Pembelian Pada Café Teanol Di Kota Jambi. Jurnal Dinamika Manajemen, 11 (11). pp. 76-83. ISSN 2338-123X(print);2355-8148(online)

Text 2023- JDM unja-24700-Article Text-76660-1-10-20230627.pdf Download (418kB)

Abstract

The purpose of writing this thesis is to examine the effect of the Store Atmosphere and Price variables on Purchase Decisions at Café Teanol in Jambi City. This study used a purposive sampling method in which the sample was taken by determining the sample based on certain considerations in the population selected to be the sample. Data collection was carried out by distributing questionnaires with a Likert scale to 100 respondents, namely the community in Jambi City. The type of data used in this study is quantitative data. Data were analyzed using multiple linear regression analysis techniques, coefficient of determination, f test and t test with the help of SPSS for windows software. Based on the results of data processing, it was found that Store Atmosphere had a positive and significant effect on purchasing decisions at Café Teanol. Price has a positive and significant effect on purchasing decisions at Café Teanol. Store Atmosphere and Price simultaneously affect the purchasing decision at Cafe Teanol. Based on the research results, the Cafe is expected to maintain and improve the quality and quantity of the Store Atmosphere to increase consumer purchasing decisions, prices are expected to be adjusted so that consumers come back to increase Purchasing Decisions

Type:	Article
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Musnaini
Date Deposited:	17 Jan 2024 06:42
Last Modified:	17 Jan 2024 06:42
URI:	https://repository.unja.ac.id/id/eprint/60290

Actions (login required)

View Item