Ikhsan, Muhammad Darul (2023) Pengaruh Harga, Kualitas Produk, Dan Store Atmosphere Terhadap Keputusan Pembelian Konsumen Pada Kopi Lova Sungai Pakning. Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted with the aim to determine the effect of price, product quality, store atmosphere on purchasing decisions on Sungai Pakning Lova Coffee. The sampling technique in this study was to use the Hair formula, et al. In this case the researcher took a sample of 135 samples by distributing questionnaires to the respondents. The method used is descriptive analysis and Multiple Linear Regression Analysis. The results showed that (1) Simultaneously price, product quality, store atmosphere had a positive and significant effect on purchasing decisions, (2) Partially price had a positive and significant effect on purchasing decisions, (3) Partially product quality had a positive and significant effect on purchasing decisions and (4) Partially store atmosphere has a positive and significant effect on purchasing decisions K

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