wahyu purnama, amelia retno (2023) Pengaruh Store Atmosphere dan Lokasi terhadap Keputusan Pembelian pada Coffe Shop Tadakopi Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the effect of store atmosphere and location on purchasing decisions at Tadakopi Surabaya coffee shop. The population studied is a customer of the Tadakopi coffee shop in East Surabaya City. This type of research is quantitative research using the Smart PLS software analysis tool. The use of the accindetal sampling technique and a total of 72 respondents. Quantitative methods were chosen using the Structural Equation Modeling (SEM) data analysis technique using the Partial Least Square (PLS) method through software. Data collection was carried out using interview techniques, observation and distributing questionnaires. The results showed that the store atmosphere variable had a positive and significant effect on the purchase decision variable, the location variable had a positive and insignificant effect on the purchase decision variable. Keywords : Store Atmosphere; Location; Buying decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Amelia Retno Wahyu Purnama | ||||||||
| Date Deposited: | 03 May 2023 06:34 | ||||||||
| Last Modified: | 03 May 2023 06:34 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/13178 |
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