PENGARUH KUALITAS LAYANAN, KUALITAS PRODUK, DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is aimed to find out the service quality, product quality, and store atmosphere which has influence
to the purchasing decision at Warung Kopi Mas Bro Surabaya. The population is all customers who have ever
purchased product at Warung Kopi Mas Bro Surabaya. The sample collection technique has been conducted by
using purposive sampling with the numbers of samples are 100 respondents. The analysis technique has been
carried out by using multiple linear regressions analysis in order to find out the magnitude of influences of each
independent variables which consists of service quality, product quality, and store atmosphere to the purchasing
decision. The result of t test partially shows that significance level which hasbeen obtained from independent
variables i.e. service quality is 0.000, product quality is 0.000, and store atmosphere is 0.032 smaller than
a=5%. It indicates that the increase of purchasing decision has been influenced by service quality, product
quality, and store atmosphere.

Keywords: Service quality, product quality, store atmosphere, purchasing decision