Pengaruh Store Atmosphere, Harga Dan Keragaman Produk Terhadap Keputusan Pembelian Pada Cafe Aola Paciran Lamongan

Abstract

Now, business competition is getting tougher, especially in the food and beverage sector. Businessmen are required to always be sensitive to changes that occur in the market and must be able to create ideas by making different things, paying attention to consumer needs. One of them is Cafe Aola which is one of the considerations for purchasing decisions. Taking into account the factors of the atmosphere of the place, which is not only strategic but also comfortable, unique and has something different. The formulation of the problem in this study is whether there is an influence of store atmosphere, price and product diversity on purchasing decisions at Cafe Aola. The analytical method used in this research is multiple regression analysis, validity and reliability test, classical assumption test consisting of normality test, multicollinearity test, heteroscedasticity test, and hypothesis testing consisting of t test, f test with the help of the IBM SPSS version 20 program. for windows. The results of this study indicate that the store atmosphere variable has a positive and significant effect on the purchasing decision variables of Cafe Aola, the price variable has a positive and significant effect on the purchasing decision variables at Cafe Aola, the product diversity variable has a positive and significant effect on the purchasing decision variables at Cafe Aola.

Store Atmosphere, Price, Product Diversity and Purchase Decision