PENGARUH STORE ATMOSPHERE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA SERUNI KITCHEN COFFEE AND EATERY MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING
Abstract
This research aims to analyze the influence of "The Influence of Store Atmosphere and Service Quality on Purchase Decisions with Purchase Interest as an Intervening Variable (A Study on Seruni Kitchen Coffee And Eatery)." The data were obtained from questionnaires distributed and tested using SPSS V25, with a sample of 100 respondents who had visited Seruni Kitchen Coffee And Eatery. The T-test results show that store atmosphere has a significant positive effect on purchase interest, while service quality also has a significant positive effect on purchase interest. However, store atmosphere has a positive but not significant effect on purchase decisions, whereas service quality has a significant positive effect on purchase decisions. Furthermore, purchase interest has a significant positive effect on purchase decisions, and it is able to mediate the effect of both store atmosphere and service quality on purchase decisions at Seruni Kitchen Coffee And Eatery.
Keywords: Store atmosphere, service quality, purchase decisions, purchase interest
Keywords: Store atmosphere, service quality, purchase decisions, purchase interest
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