MAULIDIYAH, NURSAFITRI (2024) PENGARUH STORE ATMOSPHERE, HARGA, KUALITAS PRODUK, DAN KEBERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA NINGNONG COFFEE AND RESTO UMBULSARI JEMBER. Skripsi thesis, Institut Teknologi dan Sains Mandala Jember.
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Abstract
ABSTRACT This research aims to determine the influence of store atmosphere, price, product quality and product diversity on purchasing decisions at Ningnong Coffee and Resto Umbulsari Jember, both partially and simultaneously. This type of research is quantitative. The population in this research is all consumers who have made purchases at Ningnong Coffee And Resto Umbulsari Jember. The sample used in this research was 50 respondents using the Accidental Sampling technique. The data analysis method uses multiple linear regression analysis with the help of SPSS 20. The tests used are data instrument tests (validity test and reliability test), classical assumption tests (normality test, multicollinearity test and heteroscedasticity test), multiple linear analysis, coefficient of determination ( R2), hypothesis testing (t test and F test). The research results show that partially the store atmosphere has a significant effect on purchasing decisions, partially price has no significant effect on purchasing decisions, partially product quality has no significant effect on purchasing decisions, partially product diversity has a significant effect on purchasing decisions, and simultaneously store atmosphere , price, product quality and product diversity have a significant influence on purchasing decisions at Ningnong Coffee And Resto Umbulsari Jember. Keywords: Store Atmosphere, Price, Product Quality, Product Diversity and Purchasing Decisions
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | Handoko Triharso |
| Date Deposited: | 10 Feb 2025 12:47 |
| Last Modified: | 10 Feb 2025 12:47 |
| URI: | http://repo.itsm.ac.id/id/eprint/1304 |
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