Pengaruh Store Atmosphere, Pelayanan, Dan Lokasi Terhadap Keputusan Pembelian Kopi Nako Summarecon Bekasi
DOI:
https://doi.org/10.61722/jiem.v3i8.6126Keywords:
Store atmosphere, Service, Location, Purchasing Decision, Kopi NakoAbstract
This study aims to determine the influence of store atmosphere, service, and location on consumers’ purchasing decisions at Kopi Nako Summarecon Bekasi. A quantitative approach with a descriptive method was used. The sampling technique applied was accidental sampling with a total of 100 respondents. Data were analyzed using multiple linear regression through SPSS version 26. The results showed that store atmosphere had a significant effect on purchasing decisions with a significance value of 0.012. Service also had a significant influence with a significance value of 0.001, and location had a significant effect with a significance value of 0.002. Simultaneously, the three variables significantly influenced purchasing decisions with a significance value of 0.000. The coefficient of determination (R²) was 0.407, indicating that store atmosphere, service, and location collectively explained 40.7% of the variation in purchasing decisions.
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