Kompartemen: Kumpulan Orientasi Pasar Konsumen
Vol 1 No 1 (2023): Kompartemen: Kumpulan Orientasi Pasar Konsumen

The Effect of Store Atmosphere on Consumer Purchase Decisions at Kentucky Fried Chicken Serpong Branch Tangerang Selatan

Adibah Yahya (Pelita Bangsa University, Bekasi, Indonesia)
Rofiq Noorman Haryadi (STEBIS Bina Mandiri, Bogor, Indonesia)

Article Info

Publish Date
15 Jun 2023

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.

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Journal Info
Kompartemen: Kumpulan Orientasi Pasar Konsumen
Website

Abbrev

kompartemen

Publisher

Universitas Pasundan

Subject

Economics, Econometrics & Finance

Description

Kompartemen: Kumpulan Orientasi Pasar Konsumen, is a scientific journal published by the Management Science Doctoral Program, Pasundan University, Bandung, Indonesia. Kompartemen: Kumpulan Orientasi Pasar Konsumen contains scientific journals in the field of management studies that are open to ...