Agustin, Marsella (2022) Pengaruh Store Atmosphere, Harga dan Keragaman Produk terhadap Keputusan Pembelian pada Cafe Aola Paciran Lamongan (The Effect of Store Atmosphere, Price and Product Diversity on Purchasing Decisions at Cafe Aola Paciran Lamongan). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Kini, persaingan bisnis semakin ketat khususnya bisnis bidang makanan dan minuman. Pembisnis dituntut harus selalu peka terhadap perubahan-perubahan yang terjadi pada pasar dan harus mampu menciptakan ide-ide dengan membuat sesuatu hal yang berdeda, yang kreatif serta memperhatikan keinginan dan kebutuhan konsumen. Salah satunya Cafe Aola yang menjadi salah satu pertimbangan keputusan pembelian. Dengan mempertimbangkan fakor suasana tempat, yang tidak hanya strategis namun juga nyaman, unik dan memiliki hal yang berbeda. Perumusan masalah dalam penelitian ini adalah apakah ada pengaruh store atmosphere, harga dan keragaman produk terhadap keputusan pembelian pasa Cafe Aola. Tujuan dari penelitian ini yaitu: Untuk mengetahui store atmosphere, harga dan keragaman produk terhadap keputusan pembelian pada Cafe. Jenis penelitian ini menggunakan metode kuantitatif dengan jenis penelitian korelasi dengan teknik pengambilan data menggunakan kuesioner. Populasi dalam penelitian ini adalah konsumen yang pernah berkunjung di Cafe Aola dengan sampel yang diambil berjumlah 96 responden. Metode analisis yang digunakan dalam penelitian ini adalah Analisis regresi berganda, uji validitas dan reabilitas, uji asumsi klasik yang terdiri dari uji normalitas, uji multikolinieritas, uji heteroskedastisitas, serta pengujian hipotesis yang terdiri dari uji t, uji f dengan bantuan program IBM SPSS versi 20 for window. Hasil dari penelitian ini menunjukkan bahwa variabel store atmosphere berpengaruh positif dan signifikan terhadap variabel keputusan pembelian Cafe Aola, variabel harga berpengaruh positif dan signifikan terhadap variabel keputusan pembelian pada Cafe Aola, variabel keragaman produk berpengaruh positif dan signifikan terhadap variabel keputusan pembelian pada Cafe Aola. Kata Kunci : Store Atmosphere, Harga, Keragaman Produk dan Keputusan Pembelian (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 something different, creative and paying attention to consumer wants and 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 purpose of this study are: To determine the store atmosphere, price and product diversity on purchasing decisions at the Cafe. This type of research uses quantitative methods with the type of correlation research with data collection techniques using questionnaires. The population in this study were consumers who had visited Cafe Aola with a sample of 96 respondents. 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.)
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Keywords: Store Atmosphere, Price, Product Diversity and Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1121800072 Marsella Agustin |
| Date Deposited: | 25 Jan 2023 07:24 |
| Last Modified: | 25 Jan 2023 07:24 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/16880 |
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