PENGARUH SUASANA TOKO, KUALITAS PELAYANAN, KUALITAS PRODUK, KEBERAGAMAN PRODUK, DAN PRESEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA KAFE WARUNG'E PAKLEK TEGAL BESAR JEMBER

AHMAD, SYAHRUL FAAZ (2025) PENGARUH SUASANA TOKO, KUALITAS PELAYANAN, KUALITAS PRODUK, KEBERAGAMAN PRODUK, DAN PRESEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA KAFE WARUNG'E PAKLEK TEGAL BESAR JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACT This study aims to examine the influence of store atmosphere, service quality, product quality, product variety, and price perception on purchasing decisions (a case study at Kafe Warung'e Paklek, Tegal Besar, Jember). The food and beverage industry is one of the sectors experiencing rapid growth and plays an important role in the national economy. With the increasing population, urbanization, and changes in modern lifestyles, the demand for high-quality, practical, and diverse food and beverage products continues to rise. This research employs a descriptive quantitative method, with data collection conducted through questionnaires distributed to 80 respondents who are customers of Kafe Warung’e Paklek. The sampling technique used in this study is non-probability sampling with accidental sampling. Accidental sampling is a technique where sample selection depends on the availability of research subjects. Data analysis was carried out using multiple linear regression with the help of SPSS version 30 software. The research results show that store atmosphere, service quality, product quality, product variety, and price perception have both partial and simultaneous effects on purchase decisions.. Keywords: Store Atmosphere, Service Quality, Product Quality, Product Variety, Price Perception, Purchasing Decision.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	MANAJEMEN-S1
Depositing User:	KARIM BUDIONO
Date Deposited:	17 Apr 2026 09:51
Last Modified:	17 Apr 2026 09:51
URI:	http://repo.itsm.ac.id/id/eprint/1770

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