Pengaruh Store Atmosphere, Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Warkop Kampus Kuphi Medan

Abstract

This study aims to identify and analyze the influence of store atmosphere, price, and service quality on purchase decisions at Warkop Kampus Kuphi Medan. The research is associative in nature and employs a quantitative approach. The population in this study consists of all customers of Warkop Kampus Kuphi. A total of 135 respondents were selected using the accidental sampling technique, which involves selecting respondents based on chance encounters deemed appropriate as data sources. The data analysis method used is multiple linear regression analysis, with the assistance of SPSS version 25. The results of the study indicate that store atmosphere, price, and service qualit y simultaneously have a positive and significant effect on purchase decisions. Partially, each of the three variables store atmosphere, price, and service quality also has a positive and significant effect on purchase decisions at Warkop Kampus Kuphi Medan