PENGARUH HARGA, PROMOSI, DAN ATMOSPHERE STORE TERHADAP KEPUTUSAN PEMBELIAN (Studi pada AADK Coffee & Eatery Surabaya)

Abstract

This research used causal-comparative to find out the comparison of two groups or more in the variable. This research was aimed to examine and find out, i.e., 1) price effect to the purchase decision, 2) promotion effect to the purchase decision, 3) atmosphere store effect to the purchase decision to the customers at AADK Coffee & Eatery Surabaya. This research used a quantitative approach and primary data as the data source was obtained from a distribution questionnaire. Furthermore, this research population was unlimited; therefore, this research used multiple linear regression analysis from hypothesis tests (F test and t-test). The classical assumption test results through the normality test, multicollinearity test, and heteroscedasticity test show that all of the research variables have fulfilled the classical assumptions without any violation of the rules. Furthermore, the model feasibility test result through F test and determination coefficient test showed that the research model was feasible to use for further research. Multiple linear regression analysis results have a positive or unidirectional effect between price, promotion, and atmosphere store on purchasing decisions. Additionally, the test showed that price and promotion had a significant effect on the purchasing decision, while atmosphere stores did not significantly affect the purchasing decision.
Keywords: price,promotion,  atmosphere store, purchase decision.