RACHMAWAN, YUDHI (2025) PENGARUH SUASANA TOKO, CITRA MEREK DAN VARIETAS TERHADAP KEPUTUSAN PEMBELIAN DI COFFE SHOP JANJI JIWA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the factors influencing consumer purchasing decisions at Janji Jiwa Coffee Shop by considering Store Atmosphere, Brand Image, and Variety as key variables. With the rapid growth of businesses in Indonesia in recent years, the coffee industry, including Janji Jiwa Coffee Shop, faces increasingly intense competition. Therefore, strategic efforts are needed to enhance consumer purchasing decisions. This research employs a descriptive quantitative approach using the Structural Equation Model (SEM) analysis through the Smart-PLS software. The study's object consists of 133 respondents who are consumers of Janji Jiwa Coffee Shop. The results indicate that the Store Atmosphere variable has a positive and significant effect on purchasing decisions. Similarly, Brand Image and Variety also have a positive and significant influence on consumer purchasing decisions at Janji Jiwa Coffee Shop. Keywords: Store Atmosphere, Brand Image and Variety on Purchasing Decisions Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keputusan pembelian konsumen di Coffee Shop Janji Jiwa, dengan mempertimbangkan variabel Suasana Toko, Citra Merek, dan Varietas. Seiring dengan pesatnya perkembangan dunia usaha di Indonesia dalam beberapa tahun terakhir, industri kopi, termasuk Coffee Shop Janji Jiwa, menghadapi persaingan yang semakin ketat. Oleh karena itu, diperlukan strategi untuk meningkatkan keputusan pembelian konsumen. Penelitian ini menggunakan pendekatan deskriptif kuantitatif dengan metode analisis Structural Equation Model (SEM) melalui perangkat lunak Smart-PLS. Objek penelitian adalah konsumen Coffee Shop Janji Jiwa dengan total 133 responden. Hasil penelitian menunjukkan bahwa variabel Suasana Toko berpengaruh positif dan signifikan terhadap keputusan pembelian. Begitu pula dengan Citra Merek dan Varietas, yang masing-masing memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen di Coffee Shop Janji Jiwa. Kata Kunci: Suasana Toko, Citra Merek Dan Varietas Terhadap Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 25 305 |
| NIM/NIDN Creators: | 43120120025 |
| Uncontrolled Keywords: | Suasana Toko, Citra Merek Dan Varietas Terhadap Keputusan Pembelian |
| Subjects: | 700 Arts/Seni, Seni Rupa, Kesenian > 720 Architecture/Arsitektur > 729 Design and decoration of Structures/Desain dan Pola Bangunan > 729.2 Design in Horizontal Plane/Desain Pesawat Horisontal > 729.24 Interior Arrangement/Pengaturan Interior 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 27 Sep 2025 02:39 |
| Last Modified: | 27 Sep 2025 02:39 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/98522 |
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