The effect of product quality, location, and store atmosphere on consumer purchase decision at Piacevole Coffee Aipda Ks Tubun branch Medan

Ebel, Ebel (2024) The effect of product quality, location, and store atmosphere on consumer purchase decision at Piacevole Coffee Aipda Ks Tubun branch Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Consumer purchasing decisions regarding products will become valuable assets for the business being operated. Maintaining consumers can reduce efforts to find new consumers and provide positive feedback to the business. Consumer purchasing decisions also correlate with profitability, where loyal consumers represent opportunities to gain new consumers and continually improve consumer purchasing decisions for the business being operated. Alongside the advancement of civilization, human life, culture, and globalization progress, there is a shift in social values from social communities toward a more personal tendency. Seizing this opportunity and the move in people's ways of life that make these exercises a portion of the necessities of life and make nourishment benefit and café commerce individuals compete to discover ways to pull in buyers by paying consideration to different things that can influence their buying choice. The purpose of this study is to determine the effect of product quality, location, and store atmosphere on consumer purchasing decisions at Piacevole Coffee Aipda KS Tubun Branch in Medan. The study will use a quantitative methodology. The research population consists of all consumers who have made purchases at Piacevole Coffee Aipda KS Tubun Branch in Medan, with an unknown number. The sample size for the study is 97 respondents, selected using non-probability sampling with the accidental sampling method, where the sample consists of respondents encountered by chance or accidentally as the first respondent, using the Lemeshow formula and analyzed using SPSS software. The questionnaire distribution has passed validity and reliability tests. The tested data also passed tests for normality, linearity, multicollinearity, heteroskedasticity, multiple linear regression, coefficient of determination, and hypothesis testing. The research findings indicate that both partially and simultaneously, there is a positive and significant influence of product quality, location, and store atmosphere on consumer purchasing decisions at Piacevole Coffee Aipda KS Tubun Branch in Medan. As a recommendation, Piacevole Coffee Aipda KS Tubun Branch in Medan is advised to enhance product quality, location, and store atmosphere to improve consumer purchasing decisions./Keputusan pembelian konsumen terhadap produk akan menjadi aset berharga bagi bisnis yang dijalankan. Memelihara konsumen dapat mengurangi upaya untuk mencari konsumen baru dan memberikan umpan balik positif kepada bisnis yang dijalankan. Keputusan pembelian konsumen juga memiliki hubungan dengan profitabilitas di mana konsumen setia merupakan kesempatan untuk mendapatkan konsumen baru dan dapat terus meningkatkan keputusan pembelian konsumen terhadap bisnis yang dijalankan. Seiring dengan kemajuan peradaban, kehidupan manusia, budaya, serta kemajuan globalisasi, ada pergeseran nilai-nilai sosial dari masyarakat sosial menjadi lebih cenderung untuk lebih personal. Memanfaatkan peluang ini dan perubahan gaya hidup masyarakat yang membuat aktivitas ini menjadi bagian dari kebutuhan hidup, membuat layanan makanan dan orang-orang dalam bisnis restoran bersaing untuk menemukan cara untuk menarik pembeli dengan memperhatikan berbagai hal yang dapat memengaruhi keputusan pembelian mereka. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas produk, Lokasi, dan suasana toko terhadap Keputusan pembelian konsumen di Piacevole Coffee Aipda KS Tubun Cabang Medan. Penelitian akan menggunakan metodologi kuantitatif. Populasi penelitian yang akan digunakan dalam penelitian adalah seluruh konsumen yang pernah melakukan pembelian di Piacevole Coffee Aipda KS Cabang Tubun Medan yang tidak diketahui. Sampel dalam penelitian yaitu sebanyak 97 responden, dengan menggunakan non-probability sampling menggunakan metode sampling accidental yang di mana metode sampel akan terdiri dari responden yang ditemui secara kebetulan atau secara tidak sengaja sebagai responden pertama dengan rumus Lemeshow dan dianalisis menggunakan perangkat lunak SPSS. Penyebaran kuesioner telah lolos uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, linearitas, multikolinearitas, heteroskedastisitas, regresi linear berganda, koefisien determinasi, dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan terdapat pengaruh positif dan signifikan kualitas produk, lokasi, dan atmosfer toko terhadap keputusan pembelian konsumen di Piacevole Coffee Aipda KS Tubun Cabang Medan. Saran bagi Piacevole Coffee Aipda KS Tubun Cabang Medan disarankan untuk dapat meningkatkan kualitas produk, lokasi dan atmosfir toko untuk meningkatkan keputusan pembelian pelanggan.

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