Pengaruh Store Atmosphere Terhadap Keputusan Pembelian (Studi kasus : Chingu Korean Fan Café Bandung)

Mnovianty, Devina (1452098) (2018) Pengaruh Store Atmosphere Terhadap Keputusan Pembelian (Studi kasus : Chingu Korean Fan Café Bandung). Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis apakah terdapat pengaruh Store atmosphere terhadap keputusan pembelian (studi kasus : Chingu Korean Fan Café,Bandung) baik secara simultan maupun parsial. Pengumpulan data dengan metode survey menggunakan instrumen kuesioner. Teknik pengambilan sampel adalah purposive sampling berjumlah 200 responden yang pernah berkunjung ke Chingu Korean Fan Café minimal 2 kali. Data dianalisis menggunakan regresi berganda. Uji validitas menggunakan rumus korelasi product moment, sedangkan uji reliabilitas menggunakan rumus Alpha Cronbach dengan nilai koefisien reliabilitasnya > 0,5. Hasil dari penelitian ini menunjukkan bahwa Store atmosphere memiliki pengaruh terhadap keputusan pembelian baik secara simultan dan parsial.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Store Atmosphere, Keputusan Pembelian, Chingu Korean Fan Café.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economics > 52 Management Department
Depositing User: Perpustakaan Maranatha
Date Deposited: 11 Dec 2018 01:29
Last Modified: 11 Dec 2018 01:29
URI: http://repository.maranatha.edu/id/eprint/25177

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