Mongi, James Timothy (2026) Pengaruh Kualitas Produk Dan Suasana Toko Terhadap Keputusan Pembelian Pada Café D’coffee Cup Di Kecamatan Gunung Anyar, Kota Surabaya. (The Influence of Product Quality and Store Atmosphere on Purchase Decisions at Café D’coffee Cup in Gunung Anyar District, Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to analyze and examine the partial and simultaneous effects of Product Quality and Store Atmosphere on consumer Purchase Decisions at D'Coffee Cup Café in Gunung Anyar District, Surabaya City. This research is motivated by the rapid development of the coffee industry and the increasingly intense competition in the café business, which requires business operators to create a strategic competitive advantage by presenting high-quality products and creating a pleasant and comfortable store atmosphere to stimulate consumer purchasing decisions. The methodology employed in this research is a quantitative method with a causal associative approach. Primary data were gathered directly by distributing structured questionnaires to 100 respondents who are active customers of D'Coffee Cup Café. The sampling technique used was non-probability sampling via a purposive sampling method based on specific consumer criteria. Data analysis was carried out using validity and reliability testing, classical assumption tests (including normality, linearity, multicollinearity, and heteroscedasticity tests), multiple linear regression analysis, partial significance test (t-test), simultaneous significance test (F-test), and the coefficient of determination analysis (R2) operated through SPSS version 27 software. The research instrument assessment shows that all items are declared valid and reliable. Furthermore, the classical assumption tests confirm that the data meet all the necessary requirements for multiple linear regression model application. The partial test results (t-test) reveal that the Product Quality variable has a positive and significant effect on Purchase Decisions. Similarly, the Store Atmosphere variable also demonstrates a positive and significant impact on consumer Purchase Decisions. In addition, the simultaneous test results (F-test) prove that Product Quality and Store Atmosphere jointly have a significant influence on consumer Purchase Decisions at D'Coffee Cup Café in Gunung Anyar District, Surabaya City. The coefficient of determination (R2) implies that 42.4% of the variance in Purchase Decisions can be comprehensively explained by the contribution of Product Quality and Store Atmosphere, while the remaining 57.6% is influenced by other external variables outside the scope of this study. Based on these empirical findings, the management of D'Coffee Cup Café is highly recommended to consistently maintain product taste, raw material freshness, and enhance structural interior layouts to generate higher consumer interest.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Product Quality, Store Atmosphere, Purchase Decision. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122200009 James Timothy Mongi |
| Date Deposited: | 31 Aug 2026 04:47 |
| Last Modified: | 31 Aug 2026 04:47 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/47402 |
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