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Pengaruh Atribut Produk Dan Store Atmosphere Terhadap Keputusan Pembelian Pada Norma Coffee Sm. Amin Pekanbaru

This research aims to determine and analyze the influence of Product Attributes (X1), Store Atmosphere (X2), on Purchasing Decisions (Y) at Norma Coffee SM. Amen Pekanbaru. The data in this research was obtained by distributing questionnaires to Norma Coffee consumers, so the data in this research is primary data. The samples taken as research objects were 100 respondents from Norma Coffee consumers. The research method used in this research is a quantitative method. The data analysis technique used is multiple linear regression analysis. Based on the results of partial analysis, product attributes have a influence on purchasing decisions at Norma Coffee SM. Amin Pekanbaru, this is because the tcount obtained is greater than ttable (8.031>1.660). Based on the results of partial analysis, store atmosphere has a influence on purchasing decisions at Norma Coffee SM. Amin Pekanbaru, this is because the tcount obtained is greater than ttable (6.004>1.660). Meanwhile, the F test shows that there is a simultaneous relationship between variables X and Y because the Fcount value is greater than Ftable (40.358>3.09). The R Square result is 0.454. This value shows that 45.4% of the Product Attribute and Store Atmosphere variables have a influence on Purchasing Decisions at Norma Coffee SM. Amin Pekanbaru while the remaining 54.6% was influenced by other variables not examined in this research.
Keywords: Product Attributes, Store Atmosphere, Purchase Decisions

Ketersediaan
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Perpustakaan Universitas Riau 2001111540
2001111540
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
2001111540
Penerbit
Pekanbaru : Universitas Riau – FISIPOL – Administrasi Bisnis.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2001111540
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
ILMU ADMINITRASI BISNIS
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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