Pengaruh Kualitas Produk dan Store atmosphere terhadap Keputusan Pembelian pada Fore Coffee Kota Wisata Cibubur
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Abstract
The rapid growth of the coffee shop industry in Indonesia reflects changing urban lifestyles, where coffee consumption has increasingly become part of daily activities. Intensifying competition has encouraged consumers to become more selective in making purchase decisions, particularly by considering product quality and store atmosphere. This study aims to examine the effects of product quality and store atmosphere on purchase decisions at Fore Coffee Kota Wisata Cibubur, both partially and simultaneously. This study employed a quantitative approach with a purposive sampling technique involving 90 respondents who were customers of Fore Coffee Kota Wisata Cibubur. Data were collected through questionnaires and analyzed using IBM SPSS Statistics. The analytical procedures included validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial t-tests, simultaneous F-tests, and the coefficient of determination. The results indicate that product quality has a positive and significant effect on purchase decisions (t = 13.060; p < 0.001). Store atmosphere also has a positive and significant effect on purchase decisions (t = 10.181; p < 0.001). Furthermore, product quality and store atmosphere simultaneously have a significant effect on purchase decisions (F = 91.303; p < 0.001). The coefficient of determination indicates that the two independent variables explain 66.7% of the variation in purchase decisions, while the remaining 33.3% is explained by other factors outside the model. These findings highlight the importance of maintaining consistent product quality and creating a comfortable and attractive store atmosphere to strengthen consumer purchase decisions.
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References
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