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All Journal JURNAL MANAJEMEN MOTIVASI
M. Agriawan Satria Utama
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Brand Image, Kualitas Pelayanan, Variasi Menu Dan Store Atmosphere, Terhadap Keputusan Pembelian Di Cafe Ungu Dengan Harga Sebagai Variabel Moderasi M. Agriawan Satria Utama; Miftahuddin, Muchammad Agung; Santoso, Suryo Budi; Fakhruddin, Iwan
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8679

Abstract

This study aims to analyze the influence of brand image, service quality, menu variety, store atmosphere, and price on consumer purchase decisions at Café Ungu Amikom Purwokerto, with price as a moderating variable. The study was motivated by increasing competition in the café industry, requiring managers to understand factors shaping overall customer experience. Data were collected through questionnaires using purposive sampling, involving 360 respondents. Multiple regression analysis was conducted using SmartPLS 4. The results indicate that brand image, service quality, menu variety, store atmosphere, and price positively influence purchase decisions. However, price does not positively moderate these relationships.
Co-Authors Iwan Fakhruddin Miftahuddin, Muchammad Agung SURYO Budi Santoso