CD Skripsi

Pengaruh Store Atmosphere Dan Diversifikasi Produk TerhadapKeputusan Pembelian Pada Konsumen Warung Koffie Batavia Pekanbaru

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The aim of this research is to determine and analyze the influence of store atmosphere and product diversification on purchasing decisions for consumers of Warung Koffie Batavia Pekanbaru. The data sources used in this research are primary data and secondary data. Primary data was obtained directly from the subjects studied through distributing questionnaires and interviews. Secondary data from this research was obtained by researchers through other people, offices, in the form of reports, profiles, guidebooks, or libraries. The sample taken in the research was 100 respondents from consumers of Warung Koffie Batavia Pekanbaru. This research method is a quantitative method. Based on the results of partial analysis, store atmosphere has a positive influence on purchasing decisions. Based on the results of partial analysis, product diversification has a positive influence on purchasing decisions. Meanwhile, the F test shows that there is a simultaneous relationship between variables X and Y because the value of Fcount > Ftable. The R Square result is 0.539. This value shows that 53.9% of the store atmosphere and product diversification variables have a positive influence on purchasing decisions for Warung Koffie Batavia Pekanbaru consumers and the remaining 46.1% comes from other variables that were not studied.

Keywords: Store Atmosphere, Product Diversification, Purchasing Decisions

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001135535

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Administrasi Bisnis., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001135535

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

mardiah

Versi lain/terkait

Lampiran Berkas

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