Pengaruh Harga, Visual Merchandising, Dan Store Atmosphere Terhadap Keputusan Pembelian Produk Starbucks Di Kota Palembang

Salsabila, Raysha Andira (2024) Pengaruh Harga, Visual Merchandising, Dan Store Atmosphere Terhadap Keputusan Pembelian Produk Starbucks Di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research was conducted to determine the influence of price, visual merchandising and store atmosphere on purchasing decisions for Starbucks products in Palembang. The research sample was taken using a purposive sampling technique so that the sample taken for the needs of this research was 100 respondents. The samples taken were based on the required criteria, namely Starbucks consumers who were at least 17 years old. The results of the research conducted state that price, visual merchandising and store atmosphere influence purchasing decisions positively and significantly.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Price, Visual Merchandising, Store Atmosphere, Purchase Decision
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Raysha Andira Salsabila
Date Deposited: 30 Apr 2025 02:08
Last Modified: 08 May 2025 04:29
URI: http://eprints.ukmc.ac.id/id/eprint/11886

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