PENGARUH LOKASI, SUASANA TOKO, DAN KUALITAS PRODUK MAKANAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO ROTI BREADTIME PALEMBANG

., Caroline (2017) PENGARUH LOKASI, SUASANA TOKO, DAN KUALITAS PRODUK MAKANAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO ROTI BREADTIME PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

The purpose of this study is to examine the effect of location, store atmosphere and quality product of food on purchasing decisions at BreadTime bakery Palembang. Population in this research is community around BreadTime bakery. Sample is set as many 100 people. Hypothesis testing using multiple regression analysis method with SPSS version 17.0. Test result show that the first hypothesis starting that the location effect on purchasing decisions, received. The second hypothesis which states that the store atmosphere has an effect on purchasing decisions, is accepted. The third hypothesis which states that the quality product of food has an effect on decisions, received. The fourth hypothesis which states that the location, store atmosphere and quality product of food affect the purchase decision is accepted. Keywords : Marketing, Location, Store Atmosphere, Quality Product of Food, Purchasing Decisions, BreadTime Bakery.

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