THE EFFECT OF STORE ATMOSPHERE AND SERVICE QUALITY ON PURCHASE DECISIONS WITH PURCHASE INTEREST AS AN INTERVENING VARIABLE

Risandi Indra Sarneo, Dian Citaningtyas Ari Kadi, Hendra Setiawan

Abstract


The purpose of this study is to determine the existence of. The Influence of Store Atmosphere and Service Quality on Purchasing Decisions with Purchase Intention as an Intervening Variable (Empirical Study of Consumers of Srasadesa Restaurant, Madiun City). This study is a quantitative study with a sample of 384 respondents. The sampling technique in this study uses Purposive Sampling technique. The data analysis technique uses a test tool in the form of SPPS software version 25. The results of this study are store atmosphere and service quality have a significant effect on purchase intention. Store atmosphere and service quality have a significant  no effect on purchase decisions. Store atmosphere and service quality have a significant effect on purchase decisions through purchase intention as an intervening variable.

Keywords: Store Atmosphere, Service Quality, Purchase Intention, Purchase Decision.


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