Wardani, Yuniar (2026) PENGARUH CUSTOMER ENGAGEMENT DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN ( Studi pada Konsumen D’coffee Cup Gunung Anyar Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the simultaneous and partial effects of customer engagement and store atmosphere on the purchase decisions of consumers at D'Coffee Cup Gunung Anyar Surabaya, a coffee shop facing a declining sales trend and a relatively low customer rating compared to competitors in the same area. A quantitative associative approach was applied using a survey method, with primary data collected through a Likert-scale questionnaire distributed to consumers determined through the Slovin formula, selected using non-probability purposive sampling. The collected data were tested for validity using Pearson product-moment correlation and for reliability using Cronbach's Alpha, and were further analyzed through classical assumption tests and multiple linear regression with the aid of SPSS. The results show that customer engagement and store atmosphere simultaneously and partially have a significant positive effect on purchase decision, and the discussion confirms that these findings are consistent with previous studies on store atmosphere and customer engagement in the coffee shop industry.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Yuniar Wardani Arif Yuliyanto | ||||||||
| Date Deposited: | 21 Jul 2026 03:40 | ||||||||
| Last Modified: | 21 Jul 2026 03:40 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56981 |
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