Pengaruh Kualitas Pelayanan, Harga Dan Store Atmosphere Terhadap Keputusan Pe…

ABSTRACT This study aims to examine and analyze the influence of service quality, price, and store atmosphere on purchase decisions at Sekarsa Coffee & Space Pekanbaru. Data were collected from 384 respondents and analyzed using SEMPLS version 3. The results indicate that both service quality and price have a significant positive effect on purchase decisions. Store atmosphere emerges as th…