PENGARUH STORE ATMOSPHERE (SUASANA TOKO) DAN
KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN
PADA BOLU AMOR BAKERY AND CAFE SUKABUMI
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Institusion
Universitas Muhammadiyah Sukabumi
Author
Karlina, Serli
Subject
HF Commerce
Datestamp
2018-09-03 02:52:03
Abstract :
Bolu Amor Bakery and Cafe is shop that sells variety bread and bolu that is located in Sukabumi Municipality. As innovation development becomes bakery and cafe, which has been know by Sukabumi society. The problem is dealt with consumer purchase decition, consumer do not want to repurchase after purchasing at Sukabumi Bolu Amor bakery and cafe. The research aims to know the influence of Store Atmosphere (Variable X1) Product variety( Variable X2) toward purchase decition (Y). The research method applied descriptive and associative method. Data collection technique appliad descriptive and associative method. Data collection technique appliad observation,intervew,questioner and literature study. Based on obtained data from analysis result shows that correlation product momen person analysis is resulted as much as 0,238. The influence of store atmosphere,product variety toward consumer purchase decition as much as 5,7% and influence that is caused by other factor that is not included in this research as much as 93,4%. The result of counting F hypothesis test >f table is 2,919>2,37% so that
Bolu Amor Bakery and Cafe is shop that sells variety bread and bolu that is located in Sukabumi Municipality. As innovation development becomes bakery and cafe, which has been know by Sukabumi society. The problem is dealt with consumer purchase decition, consumer do not want to repurchase after purchasing at Sukabumi Bolu Amor bakery and cafe. The research aims to know the influence of Store Atmosphere (Variable X1) Product variety( Variable X2) toward purchase decition (Y). The research method applied descriptive and associative method. Data collection technique appliad descriptive and associative method. Data collection technique appliad observation,intervew,questioner and literature study. Based on obtained data from analysis result shows that correlation product momen person analysis is resulted as much as 0,238. The influence of store atmosphere,product variety toward consumer purchase decition as much as 5,7% and influence that is caused by other factor that is not included in this research as much as 93,4%. The result of counting F hypothesis test >f table is 2,919>2,37% so that
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