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The Influence Of Store Atmosphere And Price On Purchasing Decisions (Survey On Consumers Of Nara Cafe Tasikmalaya)

Year: 2024

Type: article

Abstract: This research was conducted with the aim of finding out the influence of store atmosphere and price on purchasing decisions for Nara Cafe Tasikmalaya. This research uses a quantitative approach using a research method, namely Associative (Causality) using data obtained directly through questionnaires distributed to 100 respondents. The technique used in this research is multiple linear regression. The research results show that: (1) Store Atmosphere and Price simultaneously have a significant effect on Purchasing Decisions: (2) Store Atmosphere partially has a significant effect on Purchasing Decisions: (3) Price partially has no significant effect on Purchasing Decisions.

Source: Jurnal Ekonomi Manajemen Bisnis dan Akuntansi

DOI: 10.70963/jemba.v1i1.27

Authors: Rendi Dhya Ulhaq, Mila Karmila, Gian Riksa Wibawa

Institution: Universitas Perjuangan Tasikmalaya

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4405084200

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