Pengaruh Store Atmosfer, Persepsi Harga, dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Cafe Wapress JK Pemalang

Abstract

Effect of Store atmosfer, Price persepsion and Service Quality on Decisions on Purchasing Cafe Wapress JK in Pemalang. Essay. Faculty of Economics and Business Pancasakti Tegal University.2019. Research Objectives: 1) to find out and analyze the influence of store atmosfer on the decision to buy Cafe Wapress JK Pemalang, 2) to find out the effect of price persepsion on the decision to purchase Cafe Wapress JK Pemalang, 3) to find out the effect of service quality on the decision to purchase Cafe Wapress JK Pemalang, 4) to find out store atmosfer, price persepsion and service qauality simultaneously on the decision to cafe Wapress JK Pemalang. Method of research is survey equal quantitave the population in this study ware consumer who purchased Cafe Wapress JK Pemalang. The sampling technique used was purposive sampling. The data analysis techenique used is Spearman rank correlation, speraman rank correlation significance test, multiple correlation analysis, test of significance of multiple correlation and coefficent of determination analysis. Research results: 1) there is a strong, positive and significant influence of store atmosfer has a significant effect on the decision to purchase in Cafe Wapress JK Pemalang. Barrier can be proven by obtaining value rxy is 0,747, significant value and Zcount value of 6,666 > 1,96, 2) there is a strong, positive and significant influence price persepsion has a significant effect on the decision to purchase in Cafe Wapress JK Pemalang. Barrier can be proven by obtaining value of rxy is 0,702, significant value and Zcount value of 7,731 > 1,96, 3) there is a strong, positive and significant influence service quality has a significant effect on the decision to purchase in cafe Wapress JK Pemalang.

Dimensi Store Atmosphere Pada Keputusan Pembelian Konsumen Rumah Makan Tahta Makarim Jombang

“…Suasana rumah makan atau Store Atmosphere merupakan bagian dari alasan konsumen mengambil keputusan untuk membeli di tempat tersebut (Hidayatullah, 2022). Suasana rumah makan direncanakan untuk memberikan kesan positif kepada konsumen karna suasana rumah makan akan memberikan kesan kepada konsumen melalui karakteristik fisik rumah makan (Yudha et al, 2020). Suasana rumah makan harus didesain agar dapat menarik perhatian pelanggan yang distimulus oleh panca indra (Jahroni et al, 2021).…”

Pengaruh Price Perception, Store Atmosphere dan Product Diversity terhadap Purchase Decision Produk Starbucks Coffee

“…Pada penelitian berjudul Pengaruh Kualitas dan Harga Pasar Terhadap Keputusan Pembelian Biji Pala Pada Pedagang Pengumpul di Pulau Siau menunjukkan bahwa kualitas dan harga pasar berpengaruh secara simultan dan parsial terhadap keputusan pembelian biji pala pada pegadang pengumpul di Pulau Siau (Manope et al, 2019). Dalam penelitian lain yang berjudul Pengaruh Store Atmosfer, Persepsi Harga, dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Cafe Wapress JK Pemalang menunjukkan bahwa terdapat pengaruh yang kuat, positif dan signifikan store atmosfer, persepsi harga, dan kualitas pelayanan terhadap keputusan pembelian Cafe Wapress JK Pemalang (Dimas et al, 2020). Dalam penelitian yang berjudul The Influences of Product Quality, Price, Word of Mouth And Store Atmosphere Toward Purchasing Decision In Michelle Bakery Margonda Depok menunjukkan bahwa secara parsial variabel kualitas produk berpengaruh positif terhadap keputusan pembelian, harga berpengaruh positif terhadap keputusan pembelian, word of mouth berpengaruh positif terhadap keputusan pembelian, dan store atmosphere berpengaruh positif terhadap keputusan pembelian (Segoro & Mulianto, 2020).…”