PENGARUH STORE ATMOSPHERE, KUALITAS PRODUK, HARGA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA FURORE COFFEE

Abstract

This research aims to examine the influence of Store Atmosphere, Product Quality, Price and Word of Mouth on Purchasing Decision at Furore Coffee Surabaya. The population in this research is the consumer or customer who are making purchases and consume at the place Furore Coffee Surabaya. Sampling technique using purposive sampling with the number of samples as much as 100 respondents. The analytical method used is multiple linear regression using SPSS application tools (Statistical Product and Service Solutions). The result of the research showed that variable of Store Atmosphere influenced not significant and positive to purchasing decision with regression coefficient equal to 0,537 with significance level 0,592. Product quality variable have a significant and positive influence to purchasing decision with regression coefficient equal to 3,549 with significance level 0,001. Price variables have a significant and positive influence on purchasing decisions with regression coefficient of 3.836 with a significance level of 0.000. While the Word of Mouth variable has a significant and positive influence on purchasing decisions with regression coefficient of 5,430 with a significance level of 0.000. Simultaneously, the independent variable has a significant influence on the dependent variable with a significance level of 0.000.
Keywords: store atmosphere, product quality, price, word of mouth and purchase decision