Analisis Pengaruh Lifestyle Dan Store Atmosphere Terhadap Keputusan Pembelian Pada Restoran & Kafe Berkonsep Kopitiam Di Kota Palembang

Gemiwan, Sunjaya (2015) Analisis Pengaruh Lifestyle Dan Store Atmosphere Terhadap Keputusan Pembelian Pada Restoran & Kafe Berkonsep Kopitiam Di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study was conducted to determine the effect of lifestyle and store atmosphere to the purchasing decision at cafe and resto with kopitiam concept in Palembang. This type of research is done by using a field study / surveys. The sampling technique used was convenience sampling. Sample in the study of 100 people, where respondents are people that ever make a purchase at the Kopitiam restaurant and Kafe. The data analysis technique used is the test of validity, reliability test, descriptive analysis of the average score per variable and multiple linear regression. Test results show the validity of all data is valid, the reliability test showed all data are reliable, and the lifestyle has the highest average scores. The results of multiple linear regression test showed the effectiveness lifestyle and store atmosphere has a positive and significant impact on purchasing decisions.

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