The Influence of Store Atmosphere and Service Quality on Consumer Purchasing Decisions at Allbaik Chicken Sawah Lebar Bengkulu City
Year: 2024
Type: article
Study design: Observational Study
Abstract: The aim of the research is to determine the influence of store atmosphere and service quality on consumer purchasing decisions at Allbaik Chicken Sawah Width , Bengkulu City. And to find out which factors most dominantly influence purchasing decisions. This research used quantitative methods on 150 respondents.The population used in this research were consumers in Allbaik Chicken Sawah Lebar , Bengkulu City and sampling in this research used a non-probability sampling technique. Based on the results of multiple linear regression, the regression equation form Y = 9,100 + 0.277 (X1) + 0.506 (X2) is obtained. The research results and hypothesis show that Store Atmosphere and Service Quality have a positive effect on Purchasing Decisions.
Source: JURNAL BISNIS STRATEGI
Authors: Mardhiyah Dwi Ilhami, Lina Dwita Sari
Institution: Universitas Muhammadiyah Bengkulu
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4406928781