Innovative: Journal Of Social Science Research
Vol. 5 No. 1 (2025): Innovative: Journal Of Social Science Research

Analisis Pengaruh Store Atmosphere terhadap Purchase Decision dengan Customer Attitude dan Percieved Value sebagai Variabel Mediasi

Sianturi, Intan Angelie (Unknown)

Article Info

Publish Date
30 Jan 2025

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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Journal Info
Innovative: Journal Of Social Science Research
Website

Abbrev

Innovative

Publisher

Universitas Pahlawan Tuanku Tambusai

Subject

Humanities Computer Science & IT Law, Crime, Criminology & Criminal Justice Public Health Other

Description

Innovative: Journal Of Social Science Research is a journal managed by Universitas Pahlawan Tuanku Tambusai which bridges researchers to publish research results in all scientific fields (multidiscipline). This includes the fields of education, health, law, economics, IT (Informatics Engineering), ...