Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Konsumen Chirurgie Cafe and Books Medan

Abstract

The aim of this research is to analyze the atmosphere in the Chirurgie Cafe and Books Medan and analyze the effect of store atmosphere on consumer purchasing decisions. This research uses the associative method with quantitative approach. The populations in this study are all the consumers of Chirurgie Cafe and Books Medan and there are 98 samples were gotten based on Slovin formula. The data that have met the test of validity, reliability test and classical assumption test is processed to produce a regression equation as follows:

Y= 6.158 + 0,348X

From the calculation of simple linear regression, obtained if the store atmosphere is constant, then there will be 6.158 of the consumer purchase decisions and store atmosphere when raised 100% the consumer purchase decisions will increase by 0.348. Obtained from t test t price 9271 > t table t price 1.660 that shows the significant influence on consumer purchase decisions Chirurgie Cafe and Books Medan. The coefficient of determination seen in R Square of 0.472 indicates that 47.1% of purchasing decision can be explained by the store atmosphere variable.