PENGARUH CAFE ATMOSPHERE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI WIJSOEN COFFEE CONTAINER PONOROGO (Studi Konsumen di Wijsoen Coffee Container)

  • Fury Khoirul Munawaroh Program Studi Pendidikan Tata Niaga, Fakultas Ekonomi, Universitas Negeri Surabaya
DOI: https://doi.org/10.26740/jptn.v8n2.p%25p

Abstract

ABSTRAK
Penelitian ini bertujuan guna menjabarkan serta menganalisis pengaruh cafe atmosphere dan harga terhadap keputusan pembelian. Jenis penelitiannya yang digunakan yaitu penelitian kuantitatif dengan menggunakan teknik pengambilan sampel yakni purposive sampling, jumlah responden sebanyak 87 responden. Teknik pengumpulan data dikumpulkan secara wawancara, juga dengan penyebaran angket. Metode analisisnya menggunakan uji instrumen (uji validitas dan uji reliabilitas), uji asumsi klasik, analisis regresi linier berganda, dan koefisien determinasi. Objek yang digunakan menjadi responden di dalam penelitian ini ialah konsumen yang sedang mengunjungi kafe Wijsoen Coffee Container. Hasil penelitian menunjukkan bahwasanya variabel cafe atmosphere (X1) berpengaruh negatif terhadap keputusan pembelian, variabel harga (X2) berpengaruh signifikan terhadap keputusan pembelian. Serta variabel promosi (X1), dan harga X2) berpengaruh terhadap keputusan pembelian (Y).
Kata Kunci: cafe atmosphere, harga, keputusan pembelian

Published
2020-08-31
How to Cite
Munawaroh, F. (2020). PENGARUH CAFE ATMOSPHERE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI WIJSOEN COFFEE CONTAINER PONOROGO (Studi Konsumen di Wijsoen Coffee Container). Jurnal Pendidikan Tata Niaga (JPTN), 8(2). https://doi.org/10.26740/jptn.v8n2.p%p
Issue
Vol 8 No 2 (2020)
Section
Article

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