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PENGARUH HARGA DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI BURGER KING 23 PASKAL JL. PASIR KALIKI BANDUNG
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Reserch entitle The influence Price and Store Atmosphere Againts Consumer
Purchasing Decisions at Burger King 23 Paskal Jl. Pasir Kaliki Bandung.
Compiled by Danis Surya Pratama Syamboga. The formulation of the problem in
this research is how the menu price at Burger King 23 Paskal Jl. Pasir Kaliki
Bandung according to consumer, how is the Store Atmosphere at Burger King 23
Paskal Jl. Pasir Kaliki Bandung according to consumers, how are consumer
purchasing decisions at Burger King 23 Paskal Jl. Pasir Kaliki Bandung, how much
influence price and store atmosphere on consumer purchasing decisions at Burger
King 23 Paskal Jl. Pasir Kaliki Bandung either partially or simultaneously.
The research methods used is descriptive analysis and verification analysis with
a quantitative approach, with data collection techniques through the distribution of
questionnaires with the total samples of 88 respondents obtained by the iteration
formula. Path Analysis used in the research to analyze the data statistically.
The results based on descriptive analysis showed that the price, store
atmosphere and purchase decisions at Burger King 23 Paskal Jl. Pasir Kaliki
Bandung as a whole can be said to be good. The results of the verification analysis
show that the price and store atmosphere has a strong relationship. Price has a low
relationship with Purchase Decision, while Store Atmosphere has a moderate
relationship with Purchase Decision. The result of the partial hypothesis test (t test)
is that there is an effect of the Price (X1) variable on the Purchasing Decision
variable (Y) seen from the tcount value is greater than the ttable, and there is the
influence of the Store Atmosphere (X2) variable on the Purchasing Decision
variable (Y) seen from the value tcount is greater than ttable. Meanwhile the results of
simultaneous hypothesis testing (F test) are that Price and Store Atmosphere have
an effect on consumer Purchasing Decisions at Burger King 23 Paskal Jl. Pasir
Kaliki Bandung, with the results of the Fcount greater than the Ftable value.
Keywords: Price, Store Atmosphere, Purchase Decision.
Danis Surya Pratama Syamboga / 41152010160237 / - Personal Name
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Indonesia
2020
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APA Citation
Danis Surya Pratama Syamboga / 41152010160237 /. (2020).PENGARUH HARGA DAN STORE ATMOSPHERE
TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN
DI BURGER KING 23 PASKAL JL. PASIR KALIKI
BANDUNG.(Electronic Thesis or Dissertation). Retrieved from https://localhost/etd