IMPLIKASI STORE ATMOSPHERE, KUALITAS PRODUK, PERSEPSI HARGA, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN DI EUPHORIA CAFÉ KARANGANYAR

Authors

  • Muhammad Akbar Wisnu Mumpuni Sekolah Tinggi Ilmu Ekonomi Surakarta, Indonesia
  • Andri Nurtantiono Sekolah Tinggi Ilmu Ekonomi Surakarta, Indonesia

DOI:

https://doi.org/10.29040/jie.v6i1.3959

Abstract

This study aims to determine the effect of store atmosphere, product quality, price perception, and lifestyle on purchasing decisions at Euphoria Café Karanganyar. The type of research used is quantitative research with survey methods conducted on visitors to Euphoria Café Karanganyar. The results of the analysis using multiple regression analysis are store atmosphere, product quality, lifestyle have a significant effect on purchasing decisions at Euphoria Karanganyar, while price perceptions have no significant effect on purchasing decisions at Euphoria Café Karanganyar. Suggestions in this study are referring to the store atmosphere variable at Euphoria Karanganyar, further improving the attractive decorations and seating layouts on the first and second floors which are not only able to accommodate a large number of visitors but also add comfort when they visit. Referring to lifestyle variables, hanging out activities for visitors can become one of the lifestyles that are carried out, Euphoria Café Karanganyar can add game facilities that are not yet available such as board games, jenga, uno cards and others to attract more visitors to come to the cafe. . Referring to the product quality variable, especially with regard to the menus served, the café can add new products from food and beverages. Referring to the price perception variable, Euphoria Karanganyar must review the prices at the cafe and restaurant which are set periodically while taking into account the level of competition. Keywords: Store Atmosphere, Product Quality, Price Perception, Lifestyle, and Purchase Decision

References

Alma, Buchari, (2013), Manajemen Pemasaran dan Pemasaran Jasa. Bandung: CV Alfabeta.

Berman, Barry and Joel R. Evans, (2009), Retail Management, a Strategic Approach, (8th Edition). New Jersey, Pearson.

Ghozali, Imam., (2018), Aplikasi Analsiis Multivariate Dengan Program IBM SPSS 25 Edisi 9. Badan Penerbit Undip : Semarang.

Lupiyoadi, Rambat., (2008), Manajemen Pemasaran Jasa. Salemba Empat Jakarta.

Nasution., (2015), Manajemen Mutu Terpadu (Edisi ke 3). Bogor: Ghalia Indoneisa.

Priyantno, Duwi, (2010), Teknik Mudah Dan Cepat Melakukan Analisis Data Penelitian Dengan SPSS Dan Tanya Jawab Ujian Pendadaran. Yogyakarta: Gaya Media.

Rossanty, Yossie, Muhammad Dharma Tuah Putra Nasution, dan Firman Ario, (2018), Consumer Behavior In Era Millennial, Penerbit : Lembaga Penelitian Dan Penulis Ilmiah AQLI.

Ratnasari, Vika Ary, Srikandi Kumadji, dan Andriani Kusumawati,(2015), Pengaruh Store Atmosphere Terhadap Hedonic Shopping Value dan Impulse Buying (Survei Pada Konsumen Hypermart Malang Town Square). Jurnal Administrasi Bisnis, 1(1).

Rangkuti, Freddy, (2008), Measuring Customer Satisfaction : Teknik Mengukur dan Strategi Meningkatkan Keputusan Pelanggan. PT. Gramedia Pustaka Utama : Jakarta.

Rangkuti, Freddy, (2004), Measuring Customer Satisfaction, Edisi Ketiga. Jakarta : Gramedia Pustaka Utama.

Sujarweni, V. Wiratna, (2015), Metodologi Penelitian – Bisnis & Ekonomi, Yogyakarta : PUSTAKABARUPRESS.

Sathish, S., & Rajamohan A, (2012), Consumer Behavior And lifestyle Marketing. International Journal of Marketing Financial Services & Management Research, 1(10). 152-166.

Downloads

Published

2022-01-16

How to Cite

Wisnu Mumpuni, M. A., & Nurtantiono, A. (2022). IMPLIKASI STORE ATMOSPHERE, KUALITAS PRODUK, PERSEPSI HARGA, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN DI EUPHORIA CAFÉ KARANGANYAR. JURNAL ILMIAH EDUNOMIKA, 6(1), 199–210. https://doi.org/10.29040/jie.v6i1.3959

Citation Check