Pengaruh Brand Image Dan Sales Promotion Serta Store Atmosphere Terhadap Keputusan Pembelian (Studi Pada Pelanggan Cokelat Klasik Cafe Cabang Malang) - Wulan Sari, Finky Sandra; Rahayu, Yekti Intyas; Zulkifli, Zulkifli (Universitas Widyagama Malang, 2022)
Abstrak Jurnal ini untuk menelaah signifikasi brand image, sales promotion serta store atmosphere atas keputusan pembelian di Cokelat Klasik CafÃ© Cabang Malang. Penelitian ini merupakan riset eksplanatori. Peneliti menerima data melalui informasi lapangan dengan memperoleh jawaban berjumlah 85 danÂ memanfaatkan metode judgement.Â Jurnal ini mengungkapkan, variable dependen dipengaruhi secara signifikan oleh ketiga variabel. X1 dan X2 berdampak segmental atas keputusan pembelian. Sedangkan store atmosphere tidak berdampak segmental atas keputusan pembelian. Regresi linier berganda dimanfaatkan untuk analisa ini, serta uji F, dan uji t. Saran peneliti kepada perusahaan ialah sudah sepatutnya memberikan perkembangan kepada brand image, sales promotion dan store atmsphere agar mampu meningkatkan konsumen untuk berkunjung dan memtuskan untuk membeli lagi ke Cokelat Klasik CafÃ© Cabang Malang.Â Kata Kunci : brand image, sales promotion, store atmosphere, keputusan pembelianÂ Abstract This journal is to examine the significance of brand image, sales promotion and store atmosphere on purchasing decisions at Chocolate Classic CafÃ© Malang Branch. This research is an explanatory research. Researchers received data through field information by obtaining 85 answers and using the judgment method. This journal reveals that the dependent variable is significantly influenced by the three variables. X1 and X2 have a segmental impact on purchasing decisions. While the store atmosphere does not have a segmental impact on purchasing decisions.Multiple linear regression was used for this analysis, as well as the F test, and t test. The researcher's suggestion to the company is that it is appropriate to provide developments to brand image, sales promotion and store atmosphere in order to be able to increase consumers to visit and decide to buy again at Chocolate Classic CafÃ© Malang Branch.Â Keywords: brand image, sales promotion, store atmosphere, purchasing decisions.