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All Journal Innovative: Journal Of Social Science Research
Sianturi, Intan Angelie
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Analisis Pengaruh Store Atmosphere terhadap Purchase Decision dengan Customer Attitude dan Percieved Value sebagai Variabel Mediasi Sianturi, Intan Angelie
Innovative: Journal Of Social Science Research Vol. 5 No. 1 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i1.17067

Abstract

This study aims to analyze the influence of store atmosphere on purchase decisions with customer attitude and perceived value as mediating variables in the context of KFC fast-food restaurants. Using a quantitative approach and structural equation modeling (SEM) analysis, the study reveals that store atmosphere has a significant positive effect on purchase decisions. The findings also indicate that customer attitude and perceived value play a crucial role in mediating this relationship. A comfortable and appealing store atmosphere enhances customers' positive attitudes toward the brand store atmospheres, thereby strengthening the relationship between customers and the brand.
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