Thoriq, Ahmad Salman (2024) Pengaruh Cafe Atmosphere, Variasi Produk, dan Word of Mouth terhadap Keputusan Pembelian Produk pada Rayyan Cafe Gresik. (The Influence of Cafe Atmosphere, Product Variety, and Word of Mouth on Product Purchase Decisions at Rayyan Cafe Gresik). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
In this research, researchers used the research object of a café in the Gresik area, precisely Jalan Raya Dukuh, RT. 002/RW.008, Kaliwot, Bungah, Gresik Regency. This research aims to examine the influence of Café Atmosphere, Product Variations, and Word of Mouth on Product Purchasing Decisions at Rayyan Café Gresik. Gresik City, as one of the large cities in East Java, has experienced significant growth in the cafe industry sector. The cafe industry in the city of Gresik has grown rapidly in recent years, making it one of the most competitive business sectors in the city. With the increasing number of cafes popping up in Gresik City, competition among cafe businesses is becoming increasingly fierce.This study uses a quantitative approach. The population used a sample of 100 respondents using the Widiyanto technique. The data collection technique in this research is a questionnaire. The data analysis technique uses multiple linear regression analysis with the SPSS 23 program. The partial research results show that the Café Atmosphere variable has a positive and significant effect on the Purchasing Decision variable. The Product Variation variable has a positive and significant effect on the Purchasing Decision variable. The Word of Mouth variable has a positive and significant effect on the Purchasing Decision variable. The Café Atmosphere, Product Variety and Word of Mouth variables simultaneously have a positive effect on the Product Purchase Decision variable at Rayyan Café Gresik.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | café atmosphere, product variations, word of mouth, purchasing decisions. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000167 Ahmad Salman Thoriq |
| Date Deposited: | 14 Oct 2024 02:58 |
| Last Modified: | 14 Oct 2024 02:58 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33625 |
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