Yuliyani, Rubit and Zuraida, Lukia (2018) PENGARUH STORE ATMOSPHERE (SUASANA KAFE) DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KAFE ANGKRINGAN ENAKNAN. Skripsi thesis, STIE Widya Wiwaha.
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Abstract
This research aims to find out the influence of store atmosphere, and product diversity either partially or simultaneously to consumer purchase decision at Angkringan Enaknan Cafe. This research is a survey research using questionnaire as its instrument. The population in this study were all consumers who purchased at Cafe Angkringan Enaknan during December 2017-January 2018. The samples taken 100 respondents determined by non-probability sampling technique with incidental sampling method. Instrument validity test using Correlated Item - Total Correlation while reliability test using Alpha Cronbach. The analysis technique is multiple regression. The results of this study found that: 1) Store atmosphere has positive effect on consumer purchasing decisions with regression coefficient of 0.192 and significance value 0,000. 2) Product diversity positively affects consumer purchasing decision with regression coefficient of 0,545 and significance value 0,000. 3) Store atmosphere and product diversity simultaneously have a positive effect on consumer purchasing decision with F value count 66,224 and significance value F 0,000 <0,05. The amount of influence store atmosphere and product diversity to consumer purchasing decision (adjusted R2) 56,9%. Regression equation obtained Y = 5,685 + 0,192 X1 + 0,545 X2 + e. Keyword: store atmosphere, product diversity, purchase decision.
| Item Type: | Thesis (Skripsi) |
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| Subjects: | B. Manajemen > Manajemen Pemasaran B. Manajemen > Manajemen Pemasaran > Keputusan Pembelian |
| Divisions: | S1 Manajemen |
| Depositing User: | Library STIE Widya Wiwaha |
| Date Deposited: | 20 Apr 2018 06:53 |
| Last Modified: | 02 May 2018 04:12 |
| URI: | http://eprint.stieww.ac.id/id/eprint/238 |
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