Pengaruh Store Atmosphere dan Harga terhadap Keputusan Pembelian di Coffee Shop Cendana Surakarta
DOI:
https://doi.org/10.55606/jumbiku.v6i2.7624Keywords:
Coffee Shop, Price, Purchase Decision, Store Atmosphere, SurakartaAbstract
The rapid growth of coffee shop businesses in Surakarta, particularly in Banjarsari District where Cendana Coffee Shop is located, has increased competition among entrepreneurs. This condition requires Cendana Coffee Shop to understand factors influencing customer purchasing decisions, including store atmosphere and price, to maintain competitiveness. This study aims to determine the partial and simultaneous effects of store atmosphere and price on purchasing decisions at Cendana Coffee Shop Surakarta. The research uses a quantitative approach with an associative descriptive method. Data were collected through questionnaires distributed to 100 respondents selected using purposive sampling, with the criteria of having made at least one purchase. The research instrument was tested for validity and feasibility, and data analysis was conducted using SPSS version 25. The results indicate that store atmosphere and price have a positive and significant effect on purchasing decisions, both partially and simultaneously, with a significance value of 0.000. The coefficient of determination (R²) of 0.777 shows that 77.7% of purchasing decisions are influenced by these variables. These findings highlight the importance of improving store atmosphere and maintaining competitive prices to increase purchases and strengthen business competitiveness.
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