The Influence of Price, Product Variety, and Atmosphere on Consumer Purchase Decisions at the Night Culinary Area on Jalan Cut Nyak Dien, Pekanbaru

T. Arief Pahlevi Pasha (Universitas Persada Bunda Indonesia)
Nia Anggraini (Universitas Persada Bunda Indonesia)
Muhammad Fahrozi (Universitas Persada Bunda Indonesia)
Awliya Afwa (Universitas Islam Riau)

Jurnal Multidisiplin Madani (MUDIMA)
Vol. 5 No. 5 (2025): May 2025

This study aims to examine the influence of price, product variety, and store atmosphere on consumer purchase decisions at the night culinary area of Jalan Cut Nyak Dien, Pekanbaru. Using a quantitative method with 100 respondents and SPSS-based multiple linear regression analysis, the results show that all three variables significantly and positively affect purchasing decisions. Store atmosphere has the strongest influence, followed by price and product variety. The model explains 53.0% of the variation in purchasing decisions (R² = 0.530). These findings support the Stimulus-Organism-Response (S-O-R) theory, indicating that external factors like environment and pricing shape consumer responses. The study recommends that MSMEs and local authorities improve pricing strategies, product diversity, and environmental quality to enhance consumer experience.