KEPUTUSAN PEMBELIAN DITINJAU DARI VARIASI PRODUK, KUALITAS PRODUK DAN STORE ATMOSPHERE (Studi Kasus Pada Konsumen The Hidden Swargi Coffee Shop Surakarta)

Rico Pratama Putra, Sri Hartono, Fithri Setya Marwati

Abstract


The aim of this research is to determine the influence of product variety, product quality and store atmosphere on purchasing decisions for consumers of The Hidden Swargi Coffee Shop Surakarta. The author uses a descriptive quantitative approach. Data collection using a quantitative approach uses questionnaire research instruments, statistical data analysis with the aim of testing predetermined hypotheses. The population in this research is consumers of The Hidden Swargi Coffee Shop Surakarta, the exact number of which is unknown. Based on the calculation results, the sample size was 96.04 people, however, to simplify calculations and include elements of rounding, the sample size used was 100 respondents. The sampling technique is purposive sampling. Researchers used multiple linear regression analysis. The results of this research show a simultaneous positive and significant influence of product variety, product quality and store atmosphere on purchasing decisions for consumers of The Hidden Swargi Coffee Shop Surakarta. Based on the t test, the results of product variation, product quality and store atmosphere were obtained on purchasing decisions for consumers of The Hidden Swargi Coffee Shop Surakarta.

Keywords


Product Variation, Product Quality, Store Atmosphere and Purchasing Decisions.

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References


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DOI: https://doi.org/10.33373/dms.v13i1.6056

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