PURCHASE DECISION: IS THE ATMOSPHERE STORE, LOCATION AND DIVERSITY OF PRODUCTS CAUSED?

  • Kurniawan Yunus Ariyono STIE Widya Gama Lumajang
Keywords: Store Atmosphere, Location, Product Diversity, Purchasing Decisions

Abstract

Indonesian coffee is currently ranked fourth in the world in terms of production. Coffee in
Indonesia has a long history and has an important role for the economic growth of the
people in Indonesia. Along with the progress and development of the times, there has
been an increase in prosperity and lifestyle changes where eventually Indonesian people
are pushing for improvement. The purpose of this study was to determine how much
influence the store atmosphere, location and diversity of products on coffee purchasing
decisions at the Senduro Lumajang Coffee shop. This study uses quantitative research by
looking for associative relationships that are causal. In this study the population is the
customer of Coffee Senduro Lumajang coffee shop. The sampling technique used in this
study was taken Non Probability Sampling. And the technique chosen is accidental
sampling. In accordance with the hypothesis and the objectives to be achieved in the
study, multiple linear regression analysis is used. The results of the study said that
product diversity had a significant effect on coffee purchasing decisions at Lumuro
Sendajang Coffee Shop. however, store atmosphere and location have a significant effect
on coffee purchasing decisions at Lumuro Senduro Coffee Shop. While there is
simultaneously a relationship of store atmosphere, location and product diversity on
coffee purchasing decisions at Lumuro Sendajang Coffee shop. so the coefficient of
determination of 41.7% coffee purchasing decisions in Lumuro Coffee Senduro shop can
be explained by the variable store atmosphere, location and product diversity. While the
remaining 58.3% of coffee purchasing decisions at Lumuro Coffee Shop Sendajang
influenced by other variables not examined in this study.

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Published
2021-09-19