PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DI MBLARA COFFEE AND CULINARY

WARDHANI, HABSAH AL KAUTSAR FARROHA (2024) PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DI MBLARA COFFEE AND CULINARY. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The coffee shop business is growing increasingly rapidly resulting in intense competition. This condition requires business actors to create strategies to meet consumer needs. One strategy that can be implemented is by providing a store atmosphere. This research was conducted to find out the condition and influences of store atmosphere purchasing decisions at mBlara coffee and culinary. The sampling method used is a non-probability sampling method using purposive sampling techniques. The number of samples in this study was 105 respondents. The first objective was analyzed descriptively and the second objective was analyzed using the Structural Equation Model Partial Least Square (SEM PLS). The overall condition of the mBlara Coffee and Culinary store Atmosphere is good, the variables that have a big contribution are the exterior and store layout. The results of the analysis prove that the store atmosphere variable has a positive and significant effect on purchasing decisions. Keywords: Store Atmosphere; Purchasing Decisions; Coffee Shop

Item Type:

Thesis (Undergraduate)

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