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All Journal Santhet: (Jurnal Sejarah, Pendidikan Dan Humaniora)
Nababan, Ruth Tesalonika
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Humanities Environmental Science Other

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Store Atmosphere and Price on Purchase Decisions (Study of Kopi Ruang Hati Consumers in Sangatta City) Nababan, Ruth Tesalonika; Rahmah, Dian Dwi Nur; Rahman, Nadya Novia
Santhet: (Jurnal Sejarah, Pendidikan Dan Humaniora) Vol 9 No 1 (2025): SANTHET: (JURNAL SEJARAH, PENDIDIKAN DAN HUMANIORA) 
Publisher : Proram studi pendidikan Sejarah Fakultas Keguruan Dan Ilmu Pendidikan Universaitas PGRI Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36526/santhet.v9i1.4956

Abstract

The many coffee shops spread across Indonesia provide a change to a more modern and more practical lifestyle. The development of the coffee shop business has created intense competition in the business world to win consumers with their purchasing decisions. The paper seeks to investigate how the store environment and pricing impact the buying choices of franchise customers at Kopi Ruang Hati in Sangatta City. The study will employ a quantitative research method. The study focused on Kopi Ruang Hati consumers selected through simple random sampling. Data collection methods used are store atmosphere, price, and purchase decisions. The analysis method utilized is multiple linear regression. The findings uncover that: (1) an impactful outcomes was observed as a result of purchasing decisions and store atmosphere towards prices with a F statistic = 17,188 > F table = 3.08 and p = 0.000 and had an influence contribution (R2) of 24.8%; (2) no influences are triggered by store atmosphere on purchasing decisions with a coefficient of beta (β) = 0.067, t statistic = 0.773 > t table = 1.983, and p = 0.441 (p < 0.05); and (3) The price has a major impact on the choices consumers make when buying with the beta coefficient (β) = 0.479, t statistic = 5.489 > t table 1.983, and p = 0.000 (p < 0.05).
Co-Authors Rahmah, Dian Dwi Nur Rahman, Nadya Novia