The Role of Store Atmosphere on Purchase Decision: Case of Cafes in Banda Aceh
The Role of Store Atmosphere on Purchase Decision: Case of Cafes in Banda Aceh

Summary/Abstract: The purpose of this study is to test the effect of store atmosphere variables on purchasing decisions. This study is conducted by using quantitative approach. The population is 37 cafe in Banda Aceh. Cluster sampling is used in this study, so the number of samples is determined as many as 100 respondents. This research also obtains some data from journals and books as the secondary data. Simple linear regression analysis was used to analyze the data. The result shows that store atmosphere variables have a positive and significant effect on purchasing decision of consumers. It means that store atmosphere has an important role to influence consumers decision. It is proved by regression coefficients store atmosphere from the results of the t test which is amount to 6.973 greater than t table which is equal to 1.984. In conclusion, the store atmosphere thatbuild a comfortable situation for the consumers, can increase the purchase decision of them.

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