SABIRA, HANA (2024) PENGARUH STORE ATMOSPHERE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN COFFEE SHOP BUNA INDONESIA. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Coffee shop is one of the culinary businesses that is very popular. One of the coffee shops in Cilegon City is the Buna Indonesia coffee shop. Coffee Shop Buna Indonesia has a different concept from other coffee shops in Cilegon. This research aims to see the influence of store atmosphere and service quality on purchasing decisions for the Buna Indonesia coffee shop. The data collection technique is observation, interviews, and distributing questionnaires. The sampling technique used is non-probability sampling. However, in taking respondents, the technique used was the Accidental Sampling technique. The sample used in this research was 75 people. The analysis used in this research is instrument testing in the form of validity and reliability testing, classical assumption testing, hypothesis testing, and multiple regression analysis. Data processing in this research used SPSS 21.0. Based on the research results, the research regression model Y = 9,778 + 0,449X1+0,360X2+ e. Based on multiple linear analysis, Store Atmosphere (X1) 0,449 with Tcount 4,255 > Ttable of 1,993 with a significance value of 0,00 < 0,05 and Service Quality (X2) 0,360 with Tcount 3,412 > Ttable of 1,993 and a significance value of 0,01 < 0,05. The results of the R2 analysis of 0,738 state the magnitude of the influence of Store Atmosphere and Service Quality on Purchasing Decisions. The results of this research show that Store Atmosphere and service quality partially and simultaneously influence purchasing decisions at the Buna Indonesia coffee shop.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Coffee Shop merupakan salah satu usaha kuliner yang sangat digemari. Salah satu kedai kopi yang ada di Kota Cilegon adalah Coffee Shop Buna Indonesia. Coffee Shop Buna Indonesia mempunyai konsep yang berbeda dengan coffee shop lainnya yang ada di Cilegon. Penelitian ini bertujuan untuk melihat pengaruh store atmosphere dan kualitas pelayanan terhadap keputusan pembelian coffee shop Buna Indonesia. Teknik pengumpulan datanya adalah observasi, wawancara, dan penyebaran kuesioner. Teknik pengambilan sampel yang digunakan adalah non-probability sampling. Namun dalam pengambilan responden, teknik yang digunakan adalah teknik Accidental Sampling. Sampel yang digunakan dalam penelitian ini berjumlah 75 orang. Analisis yang digunakan dalam penelitian ini adalah pengujian instrumen berupa uji validitas dan reliabilitas, uji asumsi klasik, uji hipotesis, dan analisis regresi berganda. Pengolahan data pada penelitian ini menggunakan SPSS 21.0. Berdasarkan hasil penelitian, model regresi penelitian Y = 9,778 + 0,449X1+0,360X2+ e. Berdasarkan analisis linier berganda, Store Atmosphere (X1) 0,449 dengan Thitung 4,255 > Ttabel sebesar 1,993 dengan nilai signifikansi 0,00 < 0,05 dan Kualitas Pelayanan (X2) 0,360 dengan Thitung 3,412 > Ttabel sebesar 1,993 dan nilai signifikansi sebesar 0,01 < 0,05. Hasil analisis R2 sebesar 0,738 menyatakan besarnya pengaruh Store Atmoshpere dan Kualitas Pelayanan terhadap Keputusan Pembelian. Hasil penelitian menunjukkan bahwa Store Atmosphere dan kualitas pelayanan berpengaruh secara parsial dan simultan terhadap keputusan pembelian di Coffee Shop Buna Indonesia. | |||||||||
| Uncontrolled Keywords: | Store Atmosphere, Service Quality,and Purchasing Decisions Store Atmosphere, Kualitas Pelayanan, dan Keputusan Pembelian | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) S Agriculture > SB Plant culture |
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| Divisions: | 04-Fakultas Pertanian > 54201-Program Studi Agribisnis 04-Fakultas Pertanian |
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| Depositing User: | Mrs Hana Sabira | |||||||||
| Date Deposited: | 12 Feb 2024 15:39 | |||||||||
| Last Modified: | 12 Feb 2024 15:39 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/32982 |
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