Analisis Keputusan Pembelian dan Loyalitas Konsumen Berdasarkan Faktor Promosi Online, Physical Evidence, dan Store Atmosphere (Studi Kasus Produk Franchise Kutaradja Fried Chicken Cabang Bireuen)

Cut Bulan Amanda (Manajemen Fakultas Ekonomi Bisnis Universitas Islam Kebangsaan Indonesia (UNIKI) Bireuen – Aceh)
Kamaruddin Kamaruddin (FEB Universitas Islam Kebangsaan Indonesia (UNIKI), Bireuen - Aceh)
Fatimah Zuhra (FEB Universitas Islam Kebangsaan Indonesia (UNIKI), Bireuen - Aceh)

Singkite Journal
Vol 5 No 2 (2026): Singkite Journal, August 2026 (Coming Soon)

This study aims to analyze purchasing decisions and consumer loyalty by investigating the impact of online promotions, physical evidence, and store atmosphere. It is a survey-based study focusing on the Kutaradja Fried Chicken franchise (Bireuen branch). A quantitative approach was employed, utilizing a sample of 90 respondents selected through purposive sampling. Data were collected via Likert-scale questionnaires and analyzed using multiple linear regression. The results indicate that: (1) Individually, online promotions, physical evidence, and store atmosphere have a positive and significant effect on purchasing decisions. (2) Regarding consumer loyalty, neither online promotions nor physical evidence showed a significant impact; conversely, store atmosphere had a positive and significant effect on consumer loyalty (significance value of 0.000). (3) Simultaneously, the three aspects (online promotions, physical evidence, and store atmosphere) contributed positively, explaining 80.9% of the variation in consumer purchasing decisions and 69.8% of the variation in consumer loyalty. Consequently, these findings serve as a basis for the Kutaradja Fried Chicken franchise to enhance purchasing decisions, with store atmosphere emerging as a particularly crucial factor in fostering consumer loyalty.