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Pengaruh Store Environment Terhadap Keputusan Pembelian Pada Atake Coffee Di Kota Sangatta

*Nabila Andari Dinia  -  Departemen of Business Administration, Universitas Diponegoro, Jl. dr. Antonius Suroyo, Tembalang, Semarang, Jawa Tengah, Indonesia 50275, Indonesia
Hari Susanta Nugraha  -  Departemen of Business Administration, Universitas Diponegoro, Jl. dr. Antonius Suroyo, Tembalang, Semarang, Jawa Tengah, Indonesia 50275, Indonesia
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Abstract
Abstract: The culinary industry is one of the industries experiencing growth in Indonesia. The Store Environment created by the company is one of the factors in encouraging purchasing decisions. This research was conducted because visitors to Atake Coffee experienced fluctuations from 2018-2022. This study aims to determine Store Image, Store Atmosphere and Store Theatrics on purchasing decisions at Atake Coffee Sangatta. This type of research is explanatory research with a sample size of 100 people who are visitors to Atake Coffee Sangatta who have made purchases within a period of 3 months. The sampling technique used was nonprobability sampling with a purposive sampling approach. Research data analysis uses validity tests, reliability tests, correlation coefficients, simple and multiple linear regression analysis, coefficient of determination, as well as significant tests t and F with SPSS for Windows 25. The research results show that Store Image, Store Atmosphere and Store Theatrics influence purchasing decisions partially or simultaneously. Based on these results, Atake Coffee suggested that Atake Coffee management needs to improve the interior of the cafe, improve the quality of live music, and improve the layout of chairs and tables in the cafe. Keywords: store environment, store image, store atmosphere, store theatrics, purchasing decisions Abstraksi: Industri kuliner menjadi salah satu industri yang mengalami pertumbuhan di Indonesia. Store Environment yang diciptakan oleh perusahaan menjadi salah satu faktor dalam mendorong terjadinya keputusan pembelian. Penelitian ini dilakukan karena pengunjung Atake Coffee mengalami fluktuasi dari tahun 2018-2022. Penelitian ini bertujuan untuk mengetahui Store Image,Store Atmosphere dan Store Theatrics terhadap keputusan pembelian pada Atake Coffee Sangatta. Jenis penelitian ini adalah explanatory research dengan jumlah sampel 100 orang yang merupakan pengunjung Atake Coffee Sangatta yang telah melakukan pembelian dalam kurun waktu 3 bulan. Teknik pengambilan sampel yang digunakan adalah nonprobability sampling dengan pendekatan purposive sampling. Analisis data penelitian menggunakan Uji validitas,Uji reliabilitas, koefisien korelasi, analisis regresi linear sederhana dan berganda, koefisien determinasi, serta uji signifikan uji t dan F dengan SPSS for Windows 25. Hasil penelitian menunjukkan bahwa Store Image, Store Atmosphere dan Store Theatrics berpengaruh terhadap keputusan pembelian secara parsial maupun simultan. Berdasarkan hasil tersebut, Atake Coffee disarankan agar manajemen Atake Coffee perlu membenahi interior pada cafe, memperbaiki kualitas live musik, dan memperbaiki tata letak kursi dan meja dalam cafe. Kata Kunci: store environment, store image, store atmosphere, store theatrics, keputusan pembelian
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Keywords: store environment, store image, store atmosphere, store theatrics, keputusan pembelian

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