Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Konsumen Di Hulubalang Culture Cafe Kecamatan Ujungbatu

Jannah, Lianatul (2022) Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Konsumen Di Hulubalang Culture Cafe Kecamatan Ujungbatu. Other thesis, Universitas Islam Riau.

Text 187210478.pdf - Submitted Version Restricted to Repository staff only Download (2MB) | Request a copy

Abstract

Hulubalang Culture Cafe is one of the cafes that utilizes the Rokan riverbanks as their store atmosphere with a semi-outdoor concept. Basically the concept of this cafe is also intended so their targeted consumers can be comprehensive froam all ages, with a relatively cheap price range currently cafe business in Ujung Batu District is mostly targeted for teenage consumers to adults, as well as consumer groups such as families consisting of various ages. This research method is quantitative with questionnaire data collection techniques, and the results are analyzed with the help of the SPSS program. The results of the study concluded; (1) The store atmosphere of Hulubalang Culture Cafe Ujung Batu District is quite good. (2) Consumer purchasing decisions at Hulubalang Culture Cafe Ujung Batu District are quite good. (3) There is a significant effect between store atmosphere on consumer decisions purchase at Hulubalang Culture Cafe Ujung Batu District. The results of the t-test obtained tcount > ttable or 6,462 > 2,048 with a significant value of 0,000 < 0,05. The results of simple linear regression test shown that in every increases of store atmosphere (variable X) by 0,682 it will also increase their consumer decisions purchase by 8,858 constantly. The effect of store atmosphere on consumer decisions purchase at Hulubalang Culture Cafe Ujung Batu District percentaged by 59,9%.

Actions (login required)

View Item