KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Vol. 8 No. 4 (2022): Kalbisiana

Analisis Pengaruh Store Atmosphere dan Brand Image Terhadap Keputusan Pembelian Stuja Coffee Jakarta

Mario Zyco Halomoan (Institut Teknologi dan Bisnis Kalbis)
Siti Nurjanah (Institut Teknologi dan Bisnis Kalbis)

Article Info

Publish Date
02 Dec 2022

Abstract

This research was conducted to analyze the factors that most influence the purchasing decision at the Stuja coffee shop. The factors that will be studied are store atmosphere and brand image. These factors are considered to have contributed significantly to consumer purchasing decisions. Analysis techniques used in this research is a quantitative. This study uses samples data from 200 respondents who have purchased coffee at Stuja Kopi Jakarta. The results of this study show that the factor of store atmosphere and brand image is the most influencing factor in purchasing decisions. The discovery of easy information can make consumers more familiar with the coffee products offered so that the decision to buy coffee products at Stuja Kopi Jakarta is getting bigger.

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Journal Info
KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Website

Abbrev

kalbisiana

Publisher

UNIVERSITAS KALBIS

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

KALBISIANA Jurnal Sains, Bisnis dan Teknologi adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi sains, bisnis dan teknologi. Fokusnya adalah menerbitkan makalah tentang sains, bisnis dan teknologi. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua ...