The influence of store atmosphere and price toward customer purchase decision at Habitat Coffee

Ham, Dennis (2021) The influence of store atmosphere and price toward customer purchase decision at Habitat Coffee. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research was conducted at Habitat Coffee Medan. The purpose of this study is to explain the influence of store atmosphere and price on customer purchase decision at Habitat Coffee. Customer purchase decision is the customer’s decision to purchase products or services after evaluating the products or services as a choice of actions from various options relating to the progress, method, price, environment, and purchase time. The design of this research is descriptive quantitative, which explains the relationship between variables that provide a variety of information by clearly analyzing numerical data. The sampling method used is convenience sampling. The number of samples is 100 respondents. Data collection method is carried out by distributing questionnaires to customers at Habitat Coffee. The data analysis method used is Multiple Linear Regression Analysis. The results of the study showed that store atmosphere variable had a positive and significant influence on customer purchase decision. Similarly, price variable had a positive and significant influence on customer purchase decision, and store atmosphere and price had simultaneous influence on customer purchase decision. As a recommendation, the management of Habitat Coffee needs to comprehend the marketing strategy related to store atmosphere and price, as well as the advantages that accrue when the marketing strategy relating to store atmosphere and price can impress customers, resulting in greater customer satisfaction and increase customer purchasing intentions./Penelitian ini dilakukan di Habitat Coffee Medan. Tujuan dari penelitian ini adalah untuk menjelaskan pengaruh store atmosphere dan harga terhadap keputusan pembelian konsumen pada Habitat Coffee. Keputusan pembelian pelanggan adalah keputusan pelanggan untuk membeli produk atau jasa setelah mengevaluasi produk atau jasa sebagai pilihan tindakan dari berbagai pilihan yang berkaitan dengan kemajuan, metode, harga, lingkungan, dan waktu pembelian. Desain penelitian ini adalah deskriptif kuantitatif, yang menjelaskan hubungan antar variabel yang memberikan berbagai informasi dengan menganalisis data numerik secara jelas. Metode pengambilan sampel yang digunakan adalah convenience sampling. Jumlah sampel sebanyak 100 responden. Metode pengumpulan data dilakukan dengan menyebarkan kuesioner kepada pelanggan di Habitat Coffee. Metode analisis data yang digunakan adalah Analisis Regresi Linier Berganda. Hasil penelitian menunjukkan bahwa variabel store atmosphere berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Sedangkan variabel harga berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen, sedangkan suasana toko dan harga berpengaruh secara simultan terhadap keputusan pembelian konsumen. Sebagai rekomendasi, manajemen Habitat Coffe perlu memahami strategi pemasaran yang berkaitan dengan store atmosphere dan harga, serta keuntungan yang diperoleh ketika strategi pemasaran yang berkaitan dengan store atmosphere dan harga dapat membuat pelanggan terkesan, sehingga menghasilkan kepuasan pelanggan dan meningkatkan niat membeli pelanggan.

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