Analisis Pengaruh Faktor Pribadi Dan Store Atmosphere Terhadap Proses Keputusan Pembelian Pada Starbucks Coffee Shop Di Palembang

This study aimed to analyze the influence personal and store atmosphere to the
purchasing decision process at Starbucks Coffee Shop in Palembang. The
population in this study were people who never make purchases at Starbucks
Coffee Shop in Palembang. Used as a sample of 100 respondents and use
nonprobability sampling techniques. Nonprobability type of sampling is purposive
sampling in which information is taken from members of the population that is
willing to fill out a questionnaire. Hypothesis testing using multiple regression
analysis using SPSS 16. The analysis technique used is validity, reliability,
classical assumption (normality test, multicoloniarity, and Test Heteroskidastity),
multiple linear regression, statistical t test, F test, and test the coefficient of
determination. The test results showed that the variables of personal factors and
store atmosphere significantly influence the purchase decision process at
Starbucks Coffee Shop in Palembang.