DENA SURYANI, AYANG (2015) ANALISIS BAURAN PEMASARAN DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Suatu kasus pada Coffee Shop Kopikina di Tebet Jakarta Selatan ). S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

ABSTRACT This study aimed to describe the characteristic of consumers and the process of decision purchase and to determine the effect of marketing mix and store atmosphere of purchase decisions at coffee shop kopikina Tebet South Jakarta. This study tested five independent variabli.e : product, price, promotion, location and store atmosphere. Samples were taken 100 respondents using a purposive sampling technique. Data were collected using a survey method through questionnaires filled out by customers. Then, the data obtained were analyzed using multiple regression analysis. This analysis included the validity test, reliability test, multiple regression analysis, classic assumption test, hypothesis testing through the F test and t test, and coefficient of determination analysis (R²). Regression equation was Y = 0,899 + 0,302X1 + 0,378X2 + 0,195X3 + 0,416X4 + 0,133X5. The computation of hypothesis using the t test showed that the variable product, price, promotion, and location in meticulous proved significant. The variable store atmosphere not significantly influence the purchase decision variables. Through the F test can be explained that the independent variable was feasible to test purchase decisions variable. Figures adjusted R square of 0,693 indicates that variable of purchase decision can be explained by three independent variables in the regression quotation. The remaining 30,7% was explained by other variables out side of the the five variables used in this research Key word : Purchase Decisions, Marketing Mix, Store Atmosphere

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