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All Journal Jurnal Multidisiplin Madani (MUDIMA)
T. Arief Pahlevi Pasha
Universitas Persada Bunda Indonesia
Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Influence of Price, Product Variety, and Atmosphere on Consumer Purchase Decisions at the Night Culinary Area on Jalan Cut Nyak Dien, Pekanbaru T. Arief Pahlevi Pasha; Nia Anggraini; Muhammad Fahrozi; Awliya Afwa
Jurnal Multidisiplin Madani Vol. 5 No. 5 (2025): May 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/mudima.v5i5.303

Abstract

This study aims to examine the influence of price, product variety, and store atmosphere on consumer purchase decisions at the night culinary area of Jalan Cut Nyak Dien, Pekanbaru. Using a quantitative method with 100 respondents and SPSS-based multiple linear regression analysis, the results show that all three variables significantly and positively affect purchasing decisions. Store atmosphere has the strongest influence, followed by price and product variety. The model explains 53.0% of the variation in purchasing decisions (R² = 0.530). These findings support the Stimulus-Organism-Response (S-O-R) theory, indicating that external factors like environment and pricing shape consumer responses. The study recommends that MSMEs and local authorities improve pricing strategies, product diversity, and environmental quality to enhance consumer experience.
Co-Authors Awliya Afwa Muhammad Fahrozi Nia Anggraini