PENGARUH STORE ATMOSPHERE (SUASANA CAFE) TERHADAP KEPUTUSAN PEMBELIAN PADA FLEX COFFEE & DINER BANJARMASIN
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Institusion
Universitas Islam Kalimantan M A B Banjarmasin
Author
Septina, Aissya Yurizia
Subject
H Social Sciences (General)
Datestamp
2022-08-03 03:56:38
Abstract :
Penelitian ini bertujuan untuk menguji: (1) pengaruh exterior terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin (2) pengaruh general interior terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin (3) pengaruh store layout terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin (4) pengaruh interior display terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin dan (5) pengaruh exterior, general interior, store layout dan interior display secara simultan terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin. Penelitian ini meggunakan rancangan penelitian kuantitatif asosiatif dan merupakan penelitian survey dengan teknik pengembilan sampel purposive sampling. Populasi penelitian adalah konsumen Flex Coffee & Diner dan sampel sebesar 54 responden dengan analisis data Regresi Linear Berganda. Hasil penelitian menunjukkan: (1) exterior berpengaruh positif dan signifikan terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin, (2) general interior berpengaruh positif dan signifikan terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin, (3) store layout tidak berpengaruh positif dan tidak signifikan terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin, (4) interior display tidak berpengaruh positif dan tidak signifikan terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin dan (5) exterior, general interior, store layout dan interior display secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin. This study aims to examine: (1) the effect of exterior on purchasing decision at Flex Coffee & Diner Banjarmasin (2) the effect of general interior on purchasing decision at Flex Coffee & Diner Banjarmasin (3) the effect of store layout on purchasing decision at Flex Coffee & Diner Banjarmasin (4) the effect of interior display on purchasing decision at Flex Coffee & Diner Banjarmasin (5) the effect of exterior, general interior, store layout and interior display on purchasing decision at Flex Coffee & Diner Banjarmasin. This study uses a quantitative associative and a survei research with purposive sampling. The research population was consumers Flex Coffee & Diner and a sample of 54 respondents with multiple linear regression data analysis. The result showed that (1) exterior had a positive and significant effect on purchasing decision at Flex Coffee & Diner Banjarmasin (2) general interior had a positive and significant effect on purchasing decision at Flex Coffee & Diner Banjarmasin (3) store layout had a no positive and no significant on purchasing decision at Flex Coffee & Diner Banjarmasin (4) interior display had a no positive and no significant effect on purchasing decision at Flex Coffee & Diner Banjarmasin (5) exterior, general interior, store layout and interior display simultaneously had a positive and significant effect on purchasing decision at Flex Coffee & Diner Banjarmasin.
Penelitian ini bertujuan untuk menguji: (1) pengaruh exterior terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin (2) pengaruh general interior terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin (3) pengaruh store layout terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin (4) pengaruh interior display terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin dan (5) pengaruh exterior, general interior, store layout dan interior display secara simultan terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin. Penelitian ini meggunakan rancangan penelitian kuantitatif asosiatif dan merupakan penelitian survey dengan teknik pengembilan sampel purposive sampling. Populasi penelitian adalah konsumen Flex Coffee & Diner dan sampel sebesar 54 responden dengan analisis data Regresi Linear Berganda. Hasil penelitian menunjukkan: (1) exterior berpengaruh positif dan signifikan terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin, (2) general interior berpengaruh positif dan signifikan terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin, (3) store layout tidak berpengaruh positif dan tidak signifikan terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin, (4) interior display tidak berpengaruh positif dan tidak signifikan terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin dan (5) exterior, general interior, store layout dan interior display secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian pada Flex Coffee & Diner Banjarmasin. This study aims to examine: (1) the effect of exterior on purchasing decision at Flex Coffee & Diner Banjarmasin (2) the effect of general interior on purchasing decision at Flex Coffee & Diner Banjarmasin (3) the effect of store layout on purchasing decision at Flex Coffee & Diner Banjarmasin (4) the effect of interior display on purchasing decision at Flex Coffee & Diner Banjarmasin (5) the effect of exterior, general interior, store layout and interior display on purchasing decision at Flex Coffee & Diner Banjarmasin. This study uses a quantitative associative and a survei research with purposive sampling. The research population was consumers Flex Coffee & Diner and a sample of 54 respondents with multiple linear regression data analysis. The result showed that (1) exterior had a positive and significant effect on purchasing decision at Flex Coffee & Diner Banjarmasin (2) general interior had a positive and significant effect on purchasing decision at Flex Coffee & Diner Banjarmasin (3) store layout had a no positive and no significant on purchasing decision at Flex Coffee & Diner Banjarmasin (4) interior display had a no positive and no significant effect on purchasing decision at Flex Coffee & Diner Banjarmasin (5) exterior, general interior, store layout and interior display simultaneously had a positive and significant effect on purchasing decision at Flex Coffee & Diner Banjarmasin.
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