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

Rizky Nuzulul Kurnain; Novi Marlena

doi:10.26740/jptn.v9n2.p1279-1285

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

Authors

Rizky Nuzulul Kurnain Universitas Negeri Surabaya
Novi Marlena Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/jptn.v9n2.p1279-1285

Keywords:

cafe atmosphere, harga, keputusan pembelian

Abstract

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.

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Published

2021-08-22

How to Cite

Kurnain, R. N., & 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. https://doi.org/10.26740/jptn.v9n2.p1279-1285

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Issue

Vol. 9 No. 2 (2021)

Section

Article

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