PENGARUH HARGA, LOKASI DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DI OMAH KOPI 3 MAS SURABAYA

Abstract

This research was causal-comparative with quantitative approach. The research aimed to fnd out the characteristics
of the problem which causes and effects from tvo independent variables and one intervening variable also dependent
variable. Moreover, survey was used to gather data with questionnaires as the measurement tool to get a score
from the respondent 's used as the research sample. The research sample collection technique used two types, i.e.,
probability sampling and non probability sampling. Furthermore, the research sample collection technique used
non probability sampling. The number of samples were 100 respondents. Moreover, this research observed the
effect of price, location, and store atmosphere on the purchase decision at Omah Kopi Mas 3. The research data
analysis and discussions found thatprice had apositive and significant effect on the prchase decision at Omah Kopi
Mas 3. Location had a positive and significant effect on the purchase decision at Omah Kopi Mas 3. Store
atmosphere had a positive and significant effect on the purchase decision at Omah Kopi Mas 3.