PENGARUH STORE ATMOSPHERE, HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PADA STARBUCKS COFFEE WILAYAH TANGERANG SELATAN

Akhsanul Kholiqin, . (2022) PENGARUH STORE ATMOSPHERE, HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PADA STARBUCKS COFFEE WILAYAH TANGERANG SELATAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to determine the effect of store atmosphere, price and lifestyle on consumer purchasing decisions of Starbucks Coffee South Tangerang. This research is a quantitative research with the type of data used is primary data with a total sample of 100 determined using the Lemeshow formula, the criteria are determined by purposive sampling. Data is collected by questionnaire using google form. The analysis technique in this study is descriptive analysis and inferential analysis, using the SmartPLS 3.2.8 test tool with a significance level of 0.05 (5%). The results of the test prove that (1) there is a significant influence of store atmosphere on purchasing decisions (2) there is no significant effect of price on purchasing decisions and (3) there is no significant influence of lifestyle on purchasing decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 1910111122] [Pembimbing: Yuliniar] [Penguji 1: Bernadin Dwi M] [Penguji 2: Maria Assumpta Wikantari]
Uncontrolled Keywords: Store Atmosphere, Price, Lifestyle, Purchasing decision
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Akhsanul Kholiqin
Date Deposited: 08 Feb 2023 08:41
Last Modified: 08 Feb 2023 08:41
URI: http://repository.upnvj.ac.id/id/eprint/22138

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