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All Journal Jurnal Surya Masyarakat Kompartemen: Kumpulan Orientasi Pasar Konsumen Implikasi: Jurnal Manajemen Sumber Daya Manusia Jabdimas: Jurnal Pengabdian Masyarakat Pasundan Community Service Development Kumpulan Artikel Ilmiah Pendidikan Islam Spectrum: Multidisciplinary Journal SocServe: Jurnal Pengabdian kepada Masyarakat
Rofiq Noorman Haryadi
STEBIS Bina Mandiri, Bogor, Indonesia
Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Journal : Kompartemen: Kumpulan Orientasi Pasar Konsumen

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The Effect of Store Atmosphere on Consumer Purchase Decisions at Kentucky Fried Chicken Serpong Branch Tangerang Selatan Adibah Yahya; Rofiq Noorman Haryadi
Kompartemen: Kumpulan Orientasi Pasar Konsumen Vol 1 No 1 (2023): Kompartemen: Kumpulan Orientasi Pasar Konsumen
Publisher : Kompartemen: Kumpulan Orientasi Pasar Konsumen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/kompartemen.v1i1.372

Abstract

This study aims to determine the effect of store atmosphere on purchasing decisions at Kentucky Fried Chicken Serpong Branch, South Tangerang. The method used is explanatory research with a sample of 96 respondents. The analysis technique uses statistical analysis with regression testing, correlation, determination and hypothesis testing. The results of this research store atmosphere variable obtained an average score of 3.41 with good criteria. Purchasing decision variable obtained an average score of 3.84 with good criteria. Store atmosphere has a significant effect on purchasing decisions with the regression equation Y = 9.196 + 0.856X, and a correlation value of 0.777 or strong with a determination of 60.4%. The hypothesis test obtained a significance of 0.000 <0.05.
Co-Authors Adibah Yahya Agus Hermawan Ana Wijandari Arga Teriyan Asepma Hygi Prihastuti Denok Sunarsi Destiana Kumala Hernawan Hanif Hernawan Hanif Indi Aulia Romdoni Irawati Irawati Irawati Irawati Lina Pusvisasari Moch Hilman Taabudilah Nely Purwanti Ratna Wardani Samsul Arifin Sawqi Saad El Hasan Sofwan Jamil Suratminingsih Suratminingsih Taufik Hidayat