The influence of store atmosphere, price, and location on customer purchase decision at Wowrung, Adam Malik Branch, Medan

Lie, Fenny (2022) The influence of store atmosphere, price, and location on customer purchase decision at Wowrung, Adam Malik Branch, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The culinary business is becoming very popular nowadays, especially among teenagers, which is cafe. The growing number of cafes creates competition. The store atmosphere at Wowrung where the music is playing loudly disturbed the customers. Then the price of food and drinks is expensive and the location where the parking space is not wide enough. Therefore, cafe must be able to maintain their business so that customers can feel interested because this can influence customer purchase decision which will be investigated further in this research. The purpose of this research is to find out whether the store atmosphere, price, and location can influence customer purchase decision at Wowrung, Adam Malik Branch, Medan. This research uses quantitative approach with descriptive research design. The population of this research are customers who have visited or eaten at Wowrung, Adam Malik Branch, Medan. The sample used is 103 respondents who were collected from distributing questionnaires through convenience sampling technique. The data analysis methods used in this research are normality test, multicollinearity, heteroscedasticity, multiple linear regression analysis, coefficient of determination, and hypothesis testing. The results of hypothesis testing indicate that the store atmosphere, price, and location simultaneously influence purchasing decisions. The results of the coefficient of determination show that the variables X1, X2, X3 have an influence of 58% on variable Y. From the results of the analysis, Wowrung must be able to adjust the volume of the music played, change or lower the prices of some food and drinks, and expand the parking space. / Bisnis kuliner menjadi sangat populer saat ini, khususnya di kalangan remaja yaitu cafe. Semakin banyaknya cafe menciptakan persaingan. Suasana toko di Wowrung dimana musiknya mengalun keras membuat para pelanggan merasa terganggu. Kemudian harga makanan dan minuman yang mahal serta lokasi tempat parkir yang kurang luas. Oleh karena itu, sebuah cafe harus dapat mempertahankan usahanya agar pelanggan dapat merasa tertarik karena hal tersebut dapat mempengaruhi keputusan pembelian pelanggan yang akan diteliti lebih lanjut dalam penelitian ini. Tujuan dari penelitian ini adalah untuk mencari tahu apakah suasana toko, harga, dan lokasi dapat mempengaruhi keputusan pembelian pelanggan pada Wowrung, Cabang Adam Malik, Medan. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian deskriptif. Populasi dari penelitian ini adalah pelanggan yang pernah mengunjungi atau makan di Wowrung, Cabang Adam Malik, Medan. Sampel yang digunakan adalah 103 responden yang dikumpulkan dari penyebaran kuesioner melalui teknik convenience sampling. Metode analisis data yang dipakai dalam penelitian ini adalah test normalitas, multikolinearitas, heteroskedastisitas, analisis linear regresi berganda, koefisien determinasi, dan uji hipotesis. Hasil dari pengujian hipotesis menunjukkan bahwa suasana toko, harga, dan lokasi secara simultan berpengaruh terhadap keputusan pembelian. Hasil koefisien determinasi menunjukkan bahwa variabel X1, X2, X3 memiliki pengaruh sebesar 58% terhadap variable Y. Dari hasil analisis, Wowrung harus dapat menyesuaikan volume musik yang diputar, mengubah atau menurunkan beberapa harga makanan dan minuman, dan memperluas lahan tempat parkir.

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