KEPUTUSAN PEMBELIAN DITINJAU DARI ATMOSFER, KUALITAS PRODUK DAN BRAND IMAGE DI WARUNG APUNG PONDOK ROSO KLATEN

Abstract

Penelitian ini bertujuan menganalisis adanya pengaruh atmosfer, kualitas produk, dan brand image kepada keputusan pembelian konsumen di Warung Apung Pondok Roso Rowo Jombor Klaten. Penelitian ini merupakan penelitian kuantitatif. Semua konsumen di warung apung Rowo Jombor Klaten menjadi populasi dalam penelitian, sampel terambil 100 orang, dengan menggunakan non random sampling melalui purposive sampling. Data penelitan berupa kuesioner dengan skala Likert 1 – 5, dan teknik analisis data memakai regresi linear berganda yang diolah dengan komputer program IBM SPSS 21. Hasil temuan yang didapat : Hasil uji F didapat nilai sig. 0,000, sehingga disimpulkan bahwa keputusan pembelian dapat dipengaruhi oleh atmosfer, kualitas produk serta brand image secara bersamaan. Hasil uji t diperoleh sig. 0,011, sehingga atmosfer secara individual berpengaruh secara signifikan kepada keputusan pembelian konsumen. Dari uji t didapat nilai sig. 0,009, sehingga kualitas produk secara individual secara signifikan mempengaruhi keputusan pembelian konsumen. Dari hasil uji t didapat nilai sig. 0,000, sehingga brand image secara individual mempengaruhi keputusan pembelian konsumen. Model regresi diperoleh nilai koefisien regresi positif, sehingga disimpulkan jika atmosfer, kualitas produk serta brand image ditinggatkan maka akan meningkatkan keputusan pembelian konsumen. Dari uji koefisien determinasi diperoleh nilai Adjusted R Square sebesar 0,409, maka diperoleh kesimpulan kemampuan di dalam variabel atmosfer, kualitas produk serta brand image mempengaruhi variable keputusan pembelian sebesar 40,9 % sisanya 50,1 % dari variabel lain yang tidak digunakan dalam penelitan ini. Kata kunci : Atmosfer, Kualitas Produk, Brand Image, Keputusan Pembelian. The research are aimed at analyzing the influence of the atmosphere, product quality, and brand image on consumer purchasing decisions at Pondok Roso Rowo Jombor Klaten floating shop. This research is a quantitative research. All consumers in the Rowo Jombor Klaten floating shop became the population in the study, the sample was taken by 100 people, using non random sampling through purposive sampling. Research data in the form of questionnaires with a Likert scale of 1 - 5, and data analysis techniques using multiple linear regression assisted with IBM SPSS 21 computer program. Findings obtained: F test results obtained sig. 0,000, thus concluded the atmosphere, product quality and brand image simultaneously have a significant effect on consumer purchasing decisions. T test results obtained sig. 0.011, it is concluded that the individual atmosphere significantly influences consumer purchasing decisions. From the t test obtained sig. 0.009, it was concluded that the quality of the individual products significantly influence consumer purchasing decisions. From the t test results obtained sig. 0,000, it is concluded that brand image has an individual effect on consumer purchasing decisions. Regression models obtained positive regression coefficient values, so it was concluded that if the atmosphere, product quality and brand image were raised it would increase consumer purchasing decisions. From the coefficient of determination test obtained Adjusted R Square value of 0.409, the conclusion is the ability in the atmospheric variables, product quality and brand image affect the purchase decision variable by 40.9% the remaining 50.1% is influenced by other variables not used in this research . Keywords: Atmosphere, Product Quality, Brand Image, Purchasing Decisions.