Pengaruh Store Atmosphere, Harga dan Promosi Terhadap Keputusan Pembelian Produk Mixue (Studi Kasus Mahasiswa ITB Widya Gama Lumajang)

Abstract

Business entertainers should have the option to offer the attributes, uniqueness and engaging quality that emerge from the products they will offer to buyers, remembering that the advancement of the ongoing time of globalization affects the business world. Researchers who involve observing consumers of Mixue products try to determine how store atmosphere, price and promotions influence product purchasing decisions. This research uses quantitative methods. The analytical method used is multiple linear analysis and pays attention to validity and reliability tests, classical assumption tests, multiple regression analysis, hypothesis testing with partial tests (t tests) and coefficient of determination. The suitable sample used was 88 respondents who met the criteria for this research. The sampling techniques usedwere Non Probability Sampling and Purposive Sampling. The results of this research show that (1) store atmosphere partially has a significant effect on the decision to purchase Mixue products, (2) price partially has a significant effect on the decision to purchase Mixue products, (3) promotion partially has a significant effect on the decision to purchase Mixue products.