Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Pada Restoran De’cost Giant Pamulang Square Tangerang Selatan

Abstract

This study aims to determine the store atmosphere, to determine the purchase decision on the De'Cost restorean in Giant Pamulang Square, Jakarta and to find out whether there is an influence of the store atmosphere on purchasing decisions at the De'Cost Restaurant in Giant Pamulang Square.
This study uses a sample method saturated with a sample of 98 customers with the type of research used is quantitative with a descriptive approach. While the data collection method uses the Questionnaire (Questionnaire) method for De'Cost restaurant customers in Giant Pamulang Square. The method used to test and analyze data is the validity test, reliability test, correlation coefficient, coefficient of determination, simple linear regression and significance test (t test).
Store atmosphere at De'Cost restaurant in Giant Pamulang Square is good, it can be seen from the average score of store atmosphere, which is 4.14, which is shown by an interesting store atmosphere. The purchasing decision at the De'Cost restaurant in Giant Pamulang Square has been very good. This can be seen from the average score of the purchase decision variable, which is 4.23 shown by customers who recommend to others, customers feel very comfortable and attractive that they feel they can found at the De'Cost restaurant in Giant Pamulang Square and customers feel comfortable. Store atmosphere is proven to have a positive and significant effect on purchasing decisions at De'Cost restaurant in Giant Pamulang Square. This is indicated by a 0.50 regression with a regression equation Y = 11.94 + 0.50X. The contribution of store atmosphere influence on purchasing decisions is 23.7% while the remaining 76.3% is influenced by several other factors and the results of the t-test, namely t-count is greater than t-table (6.25> 1.985).