PENGARUH STORE ATMOSPHERE, LIVE MUSIC DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI CAFÉ KUMISAE MADIUN

Abstract

This study aims to determine the effect of store atmosphere, live music and service quality on purchasing decisions at Café Kumisae Madiun. The type of research used in this research is a quantitative approach. The research uses multiple linear regression techniques. Sampling used Purposive Sampling technique. The sample used was 384 respondents. Based on the results of statistical tests, it shows that partially store atmosphere has a positive and significant effect on purchasing decisions, live music has a positive and significant effect on purchasing decisions, service quality has a positive and significant effect on purchasing decisions, and store atmosphere, live music and service quality have an effect on buying decision. purchasing decisions at Café Kumisae Madiun.

Keywords: Store Atmosphere, Live Music, Service Quality And Purchasing Decisions