PENGARUH STORE ATHMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA WARUNK UPNORMAL (STUDI KASUS PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA)

AMALIA, WINDA (2020) PENGARUH STORE ATHMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA WARUNK UPNORMAL (STUDI KASUS PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA). D3 thesis, Universitas Negeri Jakarta.

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Abstract

Winda Amalia, 2020; The Influence of Store Athmosphere on Purchase Desicion in Warunk Upnormal (Case Study on Students of Universitas Negeri Jakarta). Scientific Paper, DIII Marketing Management Study Program. Faculty of Economics. Universitas Negeri Jakarta. This study aims to: 1) Know the description of store athmosphere and purchase decision 2) Know whether store athmosphere have a significant effect on purchase decision in Warunk Upnormal. In this study the sampling technique used was purposive sampling, data obtained by distributing questionnaires. The samples used were 100 respondents who had visited Warunk Upnormal and made purchases on Warunk Upnormal. The analytical method used is simple linear regression analysis. The results of this study can be seen that the variable store athmosphere significantly influence purchase decision by 46.1% and the remaining 53,9% is influenced by other factors. Keywords: Store Athmosphere, Purchase Decision

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