PENGARUH PELAYANAN DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DI MIXUE ICE CREAM AND TEA JL. GEGERKALONG GIRANG NO. 27, GEGERKALONG KEC. SUKASARI, KOTA BANDUNG

Abdul Azis, - (2023) PENGARUH PELAYANAN DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DI MIXUE ICE CREAM AND TEA JL. GEGERKALONG GIRANG NO. 27, GEGERKALONG KEC. SUKASARI, KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh pelayanan dan store
atmosphere terhadap keputusan pembelian di Mixue Ice Cream and Tea Jl.
Gegerkalong Girang No. 27, Gegerkalong Kec. Sukasari, Kota Bandung. Metode
penelitian yang digunakan adalah metode deskriptif analisis dengan menggunakan
pendekatan kuantitatif dengan metode survey. Sampel penelitian sebanyak 100
responden. Penarikan sampel dilakukan dengan teknik Insidental/Accidental
Sampling. Instrumen yang digunakan dalam penelitian ini yaitu kuisioner, item
pernyataan berbentuk skala likert. Data dalam penelitian ini dianalisis dengan
teknik statistik analisis regresi berganda, pengolahan data dilakukan dengan
bantuan program SPSS for Windows Versi 24. Hasil penelitian ini besar pengaruh
pelayanan dan store atmosphere terhadap keputusan pembelian di Mixue Ice
Cream and Tea sebesar 51,4%. Sedangkan nilai F hitung sebesar 51,225 dengan
nilai Sig. 0,000 yang lebih kecil dari 0,05 (). Dengan demikian Ha diterima dan
Ho ditolak. Hal ini berarti pelayanan dan Store atmosphere berpengaruh
signifikan terhadap keputusan pembelian di Mixue Ice Cream and Tea. Sebaiknya
Mixue Ice Cream And Tea terus memperhatikan proses keputusan pembelian pada
konsumen, yaitu pengenalan masalah, pencarian informasi, evaluasi alternatif,
keputusan pembelian, dan perilaku pasca pembelian, yang dimulai jauh sebelum
pembelian aktual dilakukan dan memiliki dampak yang lama.
The purpose of this study was to determine the effect of service and store
atmosphere on purchasing decisions at Mixue Ice Cream and Tea Jl. Gegerkalong
Girang No. 27, Gegerkalong Kec. Sukasari, City of Bandung. The research
method used is descriptive analysis method using a quantitative approach to the
survey method. The research sample is 100 respondents. Sampling was carried
out using the Incidental/Accidental Sampling technique. The instrument used in
this study was a questionnaire, statement items in the form of a Likert scale. The
data in this study were analyzed using double regression analysis statistical
techniques, data processing was carried out with the help of the SPSS for
Windows Version 24 program. The results of this study had a large effect on
service and store atmosphere on purchasing decisions at Mixue Ice Cream and
Tea by 51.4%. While the calculated F value is 51.225 with a Sig. 0.000 which is
less than 0.05 ( ). Thus Ha is accepted and Ho is rejected. This means that
service and Store atmosphere have a significant effect on purchasing decisions at
Mixue Ice Cream and Tea. Mixue Ice Cream And Tea should continue to pay
attention to the consumer purchasing decision process, namely problem
recognition, information search, alternative evaluation, purchasing decisions, and
post-purchase behavior, which starts long before the actual purchase is made and
has a long-lasting impact.

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing: Caria Ningsih: 6039392 Hilman Taufiq Abdillah: 6147665
Uncontrolled Keywords:	Pelayanan, Store atmosphere, Keputusan Pembelian Service, Store atmosphere, Purchase Decision
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User:	Abdul Azis
Date Deposited:	24 Feb 2025 01:51
Last Modified:	24 Feb 2025 01:51
URI:	http://repository.upi.edu/id/eprint/131105

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