Pengaruh Store Atmosphere Terhadap Minat Beli Dan Keputusan Pembelian (Studi Kasus Pada BJ Cafe Lumajang)

Abstract

This research is a quantitative research by looking for associative relationship which is causal or research that is asking about the relationship between two or more variables and causal. The research aimed to know the existence of Store Atmosphere to buying interest and purchasing decision at Bj cafe Lumajang either partially or simultaneously. This study tested the hypothesis that there is no influence of Store Atmosphere on buying interest in Bj cafe lumajang, and there is no influence also to Store Atmosphere to purchase decision at Bj cafe Lumajang. Result of research to 30 respondents by using simple linear regression analysis is there is no influence of Store Atmosphere to buying interest, and there is no influence to Store Atmosphere to purchase decision. The simple linear regression function generated on the first dependent variable is Y1 = 9.819 + 0.202X1. The result of coefficient of determination shows that 4.4% of buying interest can be explained by independent variable that is Store Atmosphere, while the rest is 95,6% Buy interest, and simple linear regression function which yielded on second dependent variable is Y2 = 14.131 + 0,229X1. The result of coefficient of determination shows that as much as 3.8% purchasing decision can be explained by independent variable that is Store Atmosphere, while the rest is 96,2% purchasing decision influenced by other variables not studied in this research.