CD Skripsi

Pengaruh Kualitas Pelayanan, Harga Dan Store Atmosphere Terhadap Keputusan Pembelian Di Sekarsa Coffee And Space Pekanbaru

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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 the
most dominant variable, with the highest indicators being aesthetics and comfort.
The highest-rated service quality indicator is employee responsiveness, while
parking facilities and suggestion boxes were noted as areas for improvement.
Furthermore, service quality also indirectly influences purchase decisions through
price and store atmosphere. These findings underscore the importance of
enhancing service delivery, adjusting pricing strategies, and managing store
atmosphere to attract and retain customers.
Keywords: Service Quality, Price, Store Atmosphere, Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002111483

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002111483

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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