Analysis on the influence of store atmosphere, service quality, and sales promotion toward impulsive buying in Kopi Kenangan on the Pelita Harapan university students

Sumartio, Cornelius and Sucipto, Renaldi and Bukit, Yudy Marcelleno (2020) Analysis on the influence of store atmosphere, service quality, and sales promotion toward impulsive buying in Kopi Kenangan on the Pelita Harapan university students. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Indeed, people have needs to meet their daily needs. Many people also buy a need is inversely proportional to the usefulness of what they buy, the purchase of this item is also called a spontaneous purchase or commonly referred to as unplanned buying. There are many people who are looking for entertainment to set aside time in routine in the Capital, with various innovations being carried out, the community sees an opportunity to open a business that utilizes Indonesian Natural Resources, namely coffee beans. Many various types of food n beverage businesses that provide practical coffee drinks in the Mall such as Kopi Kenangan. However, this business development is not followed by an adequate business strategy, business players only explain about the products they sell to the public. There are several factors that need to be measure such as store atmosphere, service quality, and sales promotion. Researchers want to examine the effect of store atmosphere, service quality, and sales promotion on impulsive purchases in Kopi Kenangan of UPH Students. Previous research says that store atmosphere, service quality, and sales promotion have an influence on impulsive buying. Researchers used 30 respondents as pretest testing and 180 respondents as actual data testing. The writing team uses SmartPLS 3.0 software as a data processing media. From the results of data processing, it can be concluded that the store atmosphere does not have an influence on impulsive purchases, but it differs from service quality and sales promotion which has an effect on impulsive purchases of memorable coffee on UPH students.

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