Prasetyo, Laodry Fat Dwi (2024) Pengaruh Store Atmosphere dan Customer Experience terhadap Keputusan Pembelian Konsumen KFC Wahidin Gresik. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Competition in foreign franchise businesses in Indonesia is getting tighter, especially in fast food products. This study aims to determine the influence of Store Atmosphere and Customer Experience on the purchasing decisions of KFC Wahidin Gresik consumers. This research is a quantitative research type. The sample used amounted to 120 respondents with the criteria of respondents at least 17 years old and had purchased food or beverage products at KFC Wahidin Gresik. Data collection was carried out using questionnaires with google form media. Data collection using purposive sampling techniques and analyzed using SmartPLS analysis tools. The results of data analysis show that Customer Experience influences consumer purchasing decisions while Store Atmosphere does not influence consumer purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Laodry Fat Dwi Prasetyo | ||||||||
| Date Deposited: | 15 Jul 2024 03:19 | ||||||||
| Last Modified: | 15 Jul 2024 03:19 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26014 |
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