PENGARUH HARGA, STORE ATMOSPHERE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aimed to find out the effect of price, store atmosphere and serice quality on the buying decision at Matchbox too coffee & friends café. The population was consumers who came and bought the product oh Matcbox too coffee & friends café at Opak no 45, Surabaya. While, the sampling collection technique used non-probability sampling with 100 respondents as sample. Moreover, the analysis technique used multiple regression linier. The data analysis technique used instrument test (Validity and Reliability test), multiple regression linier analysis, classical assumption test (Normality, Multicolinierity and Heteroscedasticity test), goodness of fit test (Determination confficient-R2 and F-test) and hypothesis test. In addition, the research result concluded that the prize had positive and significant effect on the buying decision. While the atmosphere store and service quality had positive and significant effect on the buying decision. So three variables (price,store atmosfer and quality service) have significant to deciosion buying in the matcbox too coffee and friends in the Surabaya.
Keywords :price, store atmosphere, service, buying