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All Journal Jurnal REKOMEN (Riset Ekonomi Manajemen) CAPITAL: JURNAL EKONOMI DAN MANAJEMEN Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Jurnal Pengabdian Masyarakat "Wiryakarya"
Indra Ayu Fatmala
Universitas PGRI Madiun
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : CAPITAL: JURNAL EKONOMI DAN MANAJEMEN

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PENGARUH STORE ATMOSPHERE, VARIASI PRODUK, E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK FOOD COURT KOTA MADIUN Indra Ayu Fatmala; Fransisco Aldi Bahari
CAPITAL: Jurnal Ekonomi dan Manajemen Vol 7, No 2 (2024)
Publisher : UNIVERSITAS PGRI MADIUN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25273/capital.v7i2.18874

Abstract

This study aims to determine the effect of store atmosphere, product variety, and electronic word of mouth (E-WOM) on purchasing decisions for food court products in Madiun city. This study uses a quantitative research method. The population of this research is Consumers Food Court in Madiun city as many as 384 people through a questionnaire. The data collection technique for this research used a purposive sampling technique. The research data analysis method uses Multiple Linear Regression analysis using the SPSS program. Data analysis was performed using the Classical Assumption Test, Multiple Linear Test, t test. The results of this study prove that 1) Store Atmosphere has a significant effect on the Purchase Decision of Food Court products in Madiun City. 2) Product Variation has no effect on the Purchase Decision of Food Court products in Madiun City. 3) Electronic Word Of Mouth has a significant effect on the Purchase Decision of Food Court products in Madiun City.
Co-Authors Arifiansyah Saputra Bintang Satriya Fransisco Aldi Bahari Gilang Bagus Pradana Hendra Setiawan Muhammad Adib Zakaria Novi Tri Laksono Ririh Anggraini Setyahety Rollis Ayu Ditasari Septyana Luckyta Sari Yayang Julita