PURCHASING DECISIONS REVIEWED FROM PRODUCT VARIANTS, STORE ATSMOSPHERE AND LIFESTYLE (Case Study at Excelso Caffe, The Park Mall Solo Baru)

Authors

  • Muhammad Sholihiin UNIBA Surakarta, Indonesia
  • Sudarwati Sudarwati UNIBA Surakarta, Indonesia
  • Sarsono Sarsono UNIBA Surakarta, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v5i2.1864

Abstract

Currently, businesses are required to have a strategy that can attract and maintain consumers for the sustainability of their company. The study aims to test product variants, store atsmosphere and lifestyle, against the purchase decision of Excelso Caffe at The Park Solo Baru. The research sample used Accidental Sampling techniques as many as 100 consumers, with analysis techniques using multiple linear regression methods. The results of research on product variants, store atmosphere and lifestyle together or partially had a significant effect on the purchasing decision of Excelso Caffe at The Park Solo Baru. The purchase decision can be explained by three independent variables of 37.9% and the other is influenced by other variables.

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Published

2021-06-30

How to Cite

Sholihiin, M., Sudarwati, S., & Sarsono, S. (2021). PURCHASING DECISIONS REVIEWED FROM PRODUCT VARIANTS, STORE ATSMOSPHERE AND LIFESTYLE (Case Study at Excelso Caffe, The Park Mall Solo Baru). International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2). https://doi.org/10.29040/ijebar.v5i2.1864

Issue

Vol. 5 No. 2 (2021): IJEBAR, VOL. 05 ISSUE 02, JUNE 2021

Section

Articles

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