PENGARUH HARGA, LOKASI DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN COFFEE TOFFEE MERR SURABAYA

Abstract

Coffee shop bussiness people are required to have in an awareness of the needs and desires of concumers though the innovations presented in the product and service offered. The purpose of the determine the influence of price, location and store atmosphere of the store to purchase decision on Coffee Toffee MERR Surabaya. The population in this research are consumers who come and make a purchase at Coffee Toffee MERR Surabaya with the number of samples of 98 respondents. This research uses primary data and and data collection method is done by spreading the questionnare. This result of multiple linear regression have a positive relationship between the price, location and atmosphere of store with the purchase decision. The classical assumption test used has met the specified criteria. The model feasibility test indicate that this model is feasible to use and t test shows the store price, location and mood to have a significant influence on purchasing decision. For Coffee Toffee MERR Surabaya expected to pay attention to price, location and store atmosphere because it can influence purchase decision. For further research to add other variables that have not been included in this research in order to expand research and the research period more update.
Keywords: price, location, store atmosphere, purchase decision.