JURNAL BISNIS STRATEGI
Vol 33, No 2 (2024): December

The Influence of Store Atmosphere and Service Quality on Consumer Purchasing Decisions at Allbaik Chicken Sawah Lebar Bengkulu City

Ilhami, Mardhiyah Dwi (Unknown)
Sari, Lina Dwita (Unknown)

Article Info

Publish Date
31 Dec 2024

Abstract

The aim of the research is to determine the influence of store atmosphere and service quality on consumer purchasing decisions at Allbaik Chicken Sawah Width , Bengkulu City. And to find out which factors most dominantly influence purchasing decisions. This research used quantitative methods on 150 respondents.The population used in this research were consumers in Allbaik Chicken Sawah Lebar , Bengkulu City and sampling in this research used a non-probability sampling technique. Based on the results of multiple linear regression, the regression equation form Y = 9,100 + 0.277 (X1) + 0.506 (X2) is obtained. The research results and hypothesis show that Store Atmosphere and Service Quality have a positive effect on Purchasing Decisions.

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Journal Info
JURNAL BISNIS STRATEGI
Website

Abbrev

jbs

Publisher

Universitas Diponegoro

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Bisnis Strategi ( P-ISSN : 1410-1246, E-ISSN : 2580-1171 ) is an open access and peer-reviewed published by Department of Magister Management, Faculty of Economics and Business, Universitas Diponegoro, Indonesia. This journal published twice a year (juli and desember). The scope of journal is ...