Pengaruh Store Atmosphere, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Conscience Rooftop Bandung

Teguh Ardyanto, Mahir Pradana

Abstract

Abstract
Recently, the growth of Café in Indonesia has been increasing, driven by the level of coffee consumption of the Indonesian people. The number of coffee shop business actors compete and develop their business. One of them is Conscience Coffee Bandung Fourth, knowing and analyzing the influence of store atmosphere, product quality and price on purchasing decisions of Conscience Rooftop Coffee Bandung.The research method used in this research is quantitative method with descriptive-causality research type. Sampling was done by non-probability sampling technique used is purposive sampling with 100 consumer respondents who have visited and made purchases at Conscience Rooftop Bandung. The data analysis technique used was descriptive analysis and multiple regression analysis.Based on the results of descriptive analysis, store atmosphere, product quality, price and purchasing decisions are included in very good categories. % is influenced by other variables not examined in this study.
Keywords : Store Atmosphere, Product Quality, Price, Purchase Decision.

Abstrak

Belakangan ini pertumbuhan Café di Indonesia semakin meningkat dengan di dorong oleh tingkat konsumsi kopi masyarakat Indonesia. Banyaknya para pelaku usaha coffee shop bersaing dan mengembangkan usahanya. Salah satunya adalah Conscience Coffee Bandung. Pengambilan sampel dilakukan dengan teknik non probability sampling yang digunakan adalah purposive sampling dengan 100 responden konsumen yang sudah pernah mengunjungi dan melakukan pembelian pada Conscience Rooftop Bandung. teknik analisis data yang digunakan analisis deskriptif dan analisis regresi berganda. Berdasarkan hasil analisis deskriptif, store atmosphere, kualitas produk, harga dan keputusan pembelian termasuk dalam kategori sangat baik berdasarkan hasil penelitian menunjukan bahwa store atmosphere, kualitas produk, harga berpengaruh secara parsial dan simultan terhadap keputusan pembelian Conscience Rooftop Bandung sebesar 81% sedangkan sisasanya sebesar 19% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini.
Kata kunci: Store Atmosphere, Kualitas Produk, Harga, Keputusan Pembelian

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