PENGARUH STORE ATMOSPHERE DAN LOKASI TERHADAP KEPUTUSAN PEMBELIANPADA SSSINCE COFFEEL & CO DI BINTARO JAKARTA SELATAN

Abstract

The purpose of this study was to determine the effect of store atmosphere and location on purchasing decisions at Sssince Coffeel & Co in Bintaro, South Jakarta. The method used was quantitative. The sampling technique used the Slovin formula and obtained a sample of 99 respondents. Data analysis used validity tests, reliability tests, classical assumption tests, regression analysis, correlation coefficients, determination coefficients and hypothesis tests. The population in this study were consumers of Sssince Coffeel & Co in Bintaro, South Jakarta and the number of saturated samples was 99 respondents. Data collection methods were through questionnaires with a Likert scale, observation, and literature studies. The results of this study were that store atmosphere had a significant effect on purchasing decisions with a determination coefficient of 18.5% and the hypothesis test obtained t count> t table or (4.819> 1.660). Location had a significant effect on purchasing decisions with a determination coefficient of 25.8% and the hypothesis test obtained t count> t table or (5.918> 1.660). Store atmosphere and location simultaneously significantly influence purchasing decisions with the regression equation Y = 16.834 + 0.210X1 + 0.152X2, with a coefficient of determination of 27.5%, while the remaining 72.5% is influenced by other factors. Hypothesis testing obtained a calculated F value > F table or (19.544 > 3.09).