THE INFLUENCE OF BUSINESS LOCATION AND STORE ATMOSPHERE ON PURCHASING DECISIONS IN RUANG NAMU COFFEE & EATERY

Fadikha Fahruriza (University of Muhammadiyah Prof. DR. HAMKA)
Deni Adha Akbari (University of Muhammadiyah Prof. DR. HAMKA)

Inovbiz: Jurnal Inovasi Bisnis Seri Manajemen, Investasi dan Kewirausahaan
Vol 2, No 2 (2022): Edisi Desember 2022

This research is a type of quantitative research with a data collection method using a questionnaire. The population used in this study was consumers of Ruang Namu Coffe & Eatery with a total sample of 110 respondents, using a simple random sampling technique. In this study, the analysis method used was multiple linear regression. Then based on the simulates test obtained, it can be found that the independent variables of business location (X1) and store atmosphere (X2) simultaneously have a significant influence on purchasing decisions (Y) with a Fhirung > Ftabel score of 84,830 > 0.08 with a significance value of 0.000 < 0.05