Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Pada Kedai Kopi One Refinery Pekanbaru

Ramadhani, Putri (2021) Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Pada Kedai Kopi One Refinery Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study is to identify and analyze the influence of Store Atmosphere on the decision of purchasing on the One Refinery Pekanbaru. The type of research used is a descriptive survey type using a quantitative method of study because researchers collect data by analyzing data and by describing data by making observations on the research site. The sample withdrawal technique used in this study uses an impressive sampling to be used for a consumer of 100 people. The method of data collection used is by spreading questionnaires, interviews, observations, and documentation. Studies show that the results of test shows the results of store atmosphere (x) with sig value = 0,000 0.05 or t-count = 7.756 > 1.6605 it can be concluded that Store Atmosphere has a partial influence on purchasing decisions coffee shop One Refinery Pekanbaru. The value of r-square (r2) 0.380 or (38.00%) explains that the store atmosphere has a significant influence on the consumer decision on coffee shop One Refinery with 62.00% (100% - 38.00%) as affected by other factors not observed in the study. From the conclusions obtained in this study, the authors provide advice to the coffee shop One Refinery that must pay attention to the Store Atmosphere in producing products to meet consumer needs.

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