ANALISIS PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN FIRST TIME VISITOR DI KOPI X GADING SERPONG TANGERANG

Abstract

A cafe strives to create comfort that can provide satisfaction to consumers and the rise of Instagrammable Ambience used by consumers to state that the place visited is worthy. There are many factors that can affect customer satisfaction, including the cafe atmosphere. Therefore, to gain the trust of customers, the cafe leadership must pay attention to one of the factors that can influence it, including the interior and exterior of the store atmosphere. The purpose of this study was to determine how much influence the Store Atmosphere at Kopi X had on consumer purchasing decisions. The research method used is descriptive method, with a quantitative approach. seen the results of adjusted R2 (coefficient of determination) of 0.751. This means that 75.1% (Strong Correlation) of the purchasing decision variable (Y) will be influenced by the independent variables, namely: Interior (X1), exterior (X2), while the remaining 24.9% of the variables Purchasing decisions will be influenced by other variables. which were not investigated in this study.