PENGARUH CAFE ATMOSPHERE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN FRUTS CAFE SURABAYA

  • Rizky Nuzulul Kurnain Program Studi Pendidikan Tata Niaga, Fakultas Ekonomi, Universitas Negeri Surabaya
  • Novi Marlena Program Studi Pendidikan Tata Niaga, Fakultas Ekonomi, Universitas Negeri Surabaya

Abstract

ABSTRAK
Penelitian berikut mempunyai tujuan guna mengetahui pengaruh cafe atmosphere dan harga terhadap keputusan pembelian di Fruts Cafe Surabaya. Jenis penelitian berikut yakni penelitian kuantitatif menggunakan teknik pengambilan sampel yaitu non probability sampling, dengan total 95 responden. Teknik pengumpulan data melalui penyebaran angket. Populasi dalam penelitian ini ialah konsumen yang melakukan kunjungan serta telah melaksanakan pembelian produk di Fruts Cafe Surabaya dari bulan Januari sampai Mei 2019. Teknik analisis data dengan kuantitatif menggunakan statistik deskriptif, analisis data memakai regresi linier berganda Hasil dari penelitian berikut membuktikan bahwasanya variabel cafe atmosphere (X1) mempengaruhi secara signifikan terhadap keputusan pembelian, sedangkan variabel harga (X2) mempengaruhi secara signifikan terhadap keputusan pembelian dan variabel Cafe atmosphere (X1) dan harga (X2) berpengaruh signifikan secara simultan terhadap keputusan pembelian (Y) di Fruts Cafe Surabaya.
Kata Kunci: Cafe Atmosphere, harga, keputusan pembelian.

Published
2021-08-22
How to Cite
Kurnain, R., & Marlena, N. (2021). PENGARUH CAFE ATMOSPHERE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN FRUTS CAFE SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 9(2), 1279-1285. Retrieved from https://ejournal.unesa.ac.id/index.php/jptn/article/view/40568
Issue
Vol 9 No 2 (2021)
Section
Article

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