APRILIANI, TAMI (2022) PENGARUH HARGA, LOKASI DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Warunk Upnormal Kalideres Citra 6). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of price, location, store atmosphere of purchasing decisions at Warunk Upnormal Kalideres Citra 6 customers Upnormal cafe in West Jakarta. This research was carried out because the cafe is always crowded when some of the menus provided often look unavailable. Researchers feel the need to conduct research to find out what factors influence it. The population of this study was conducted on consumers of Warunk Upnormal Kalideres cafe in the West Jakarta area by taking 165 samples. The sampling method uses purposive sampling technique. Data collection methods and various sources, this study used a questionnaire technique. The data analysis method used Partial Least Square (PLS). The results showed that the variables price, location and store atmosphere have a positive and significant effect on purchasing decisions at Warunk Upnormal Kalideres Citra 6. Keywords: Price, Location, Store Atmosphere, and Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh harga, lokasi, store atmosphere terhadap keputusan pembelian di Warunk Upnormal Kalideres Citra 6 pada konsumen cafe Upnormal Jakarta Barat. Penelitian ini dilakukan karena cafe selalu ramai ketika beberapa menu yang disediakan sering terlihat tidak tersedia. Peneliti merasa perlu melakukan penelitian untuk mengetahui faktor-faktor apa saja yang mempengaruhi hal tersebut. Populasi penelitian ini dilakukan terhadap konsumen cafe Warunk Upnormal Kalideres di wilayah Jakarta Barat dengan mengambil 165 sampel. Metode pengambilan sampel menggunakan teknik purposive sampling. Metode pengumpulan data dari berbagai sumber, penelitian ini menggunakan teknik kuesioner. Metode analisis data menggunakan Partial Least Square(PLS). Hasil dari penelitian menunjukkan bahwa variabel harga, lokasi dan store atmosphere berpengaruh positif dan signifikan terhadap keputusan pembelian pada Warunk Upnormal Kalideres Citra 6. Kata Kunci: Harga, Lokasi, Store Atmosphere, dan Keputusan Pembelian
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