Sugiarto, Adrian Marchell (2025) PENGARUH STORE ATMOSPHERE, KERAGAMAN MENU DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN PADA FLASH COFFEE (STUDI PADA KONSUMEN DI FLASH COFFEE OUTLET BINTARO, JAKARTA SELATAN). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Store Atmosphere,keragaman menu, dan diskon terhadap keputusan pembelian konsumen pada Flash Coffee di outlet Bintaro, Jakarta Selatan. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada konsumen Flash Coffee Bintaro. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS- SEM). Hasil penelitian menunjukkan bahwa Store Atmosphere, keragaman menu, dan diskon berpengaruh positif dan signifikan terhadap keputusan pembelian. Penelitian ini memberikan implikasi praktis bagi manajemen Flash Coffee dalam meningkatkan strategi pemasaran untuk menarik lebih banyak konsumen. This study aims to analyze the influence of Store Atmosphere, menu variety, and discounts on consumer purchasing decisions at Flash Coffee in the Bintaro outlet, South Jakarta. The research method used is quantitative with a survey approach. Data were collected through questionnaires distributed to Flash Coffee Bintaro consumers. Data analysis was performed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results showed that Store Atmosphere, menu variety, and discounts have a positive and significant effect on purchasing decisions. This research provides practical implications for Flash Coffee management in improving marketing strategies to attract more consumers.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43119110172 |
| Uncontrolled Keywords: | Store Atmosphere, Keragaman Menu, Diskon, Keputusan Pembelian, Flash Coffee Store Atmosphere, Menu Variety, Discount, Purchasing Decision, Flash Coffee |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NAIMAH NUR ISLAMIDIYANAH |
| Date Deposited: | 17 Jun 2025 02:27 |
| Last Modified: | 17 Jun 2025 02:27 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95823 |
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