Pengaruh Citra Toko, Suasana Toko dan Harga Terhadap Keputusan Pembelian

Authors

  • Jahroni Jahroni Universitas Sunan Giri Surabaya, Indonesia, Indonesia
  • Ella Anastasya Sinambela Universitas Mayjen Sungkono Mojokerto, Indonesia, Indonesia
  • Rahayu Mardikaningsih Universitas Mayjen Sungkono Mojokerto, Indonesia, Indonesia
  • Didit Darmawan Universitas Mayjen Sungkono Mojokerto, Indonesia, Indonesia

DOI:

https://doi.org/10.31004/jptam.v5i3.2607

Keywords:

citra toko, suasana toko, harga, keputusan pembelian

Abstract

Minum kopi bukan hanya sekedar memanfaatkan kafein yang ada tetapi juga menjadi gaya hidup masyarakat saat ini. Kondisi ini menyebabkan bisnis kedai kopi sangat diminiati. Banyaknya bisnis kedai kopi yang bermunculan menciptakan persaingan untuk merebut konsumen dengan keputusan pembeliannya. Penelitian ini ditujukan untuk mengetahu keputusan pembelian yang dipengaruhi citra toko, suasana toko, dan harga. Penelitian ini dilakukan pada salah satu kedai kopi Starbucks yang ada di kota Surabaya. Penelitian dilakukan menggunakan 100 sampel yang diambil dengan accidental sampling. Penelitian ini menggunakan regresi linear berganda. Hasilnya menunjukkan citra merek berpengaruh signifikan terhadap keputusan pembelian secara parsial. Store atmosphere juga berpengaruh signifikan terhadap keputusan pembelian secara parsial. Selanjutnya harga berpengaruh signifikan terhadap keputusan pembelian secara parsial. Ketiga variabel bebas yaitu citra merek, suasana toko, dan harga berpengaruh signifikan terhadap keputusan pembelian secara simultan

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Published

30-12-2021

How to Cite

Jahroni, J., Sinambela, E. A. ., Mardikaningsih, R. ., & Darmawan, D. . (2021). Pengaruh Citra Toko, Suasana Toko dan Harga Terhadap Keputusan Pembelian. Jurnal Pendidikan Tambusai, 5(3), 10234–10241. https://doi.org/10.31004/jptam.v5i3.2607

Issue

Vol. 5 No. 3 (2021): 2021

Section

Articles of Research

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Copyright (c) 2021 Jahroni Jahroni, Ella Anastasya Sinambela, Rahayu Mardikaningsih, Didit Darmawan

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