The Role of Store Atmosphere on Purchase Decision: Case of Cafes in Banda Aceh

Teuku Roli ILHAMSYAH Putra (), Cut Aprilia and Ade Aulia
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Teuku Roli ILHAMSYAH Putra: Universitas Syiah Kuala, Indonesia
Cut Aprilia: Universitas Syiah Kuala, Indonesia
Ade Aulia: Universitas Syiah Kuala, Indonesia

Management and Economics Review, 2019, vol. 4, issue 2, 1-13

Abstract: The purpose of this study is to test the effect of store atmosphere variables on purchasing decisions. This study is conducted by using quantitative approach. The population is 37 cafes in Banda Aceh. Cluster sampling is used in this study, so the number of samples is determined as many as 100 respondents. This research also obtains some data from journals and books as the secondary data. Simple linear regression analysis was used to analyze the data. The result shows that store atmosphere variables have a positive and significant effect on purchasing decision of consumers. It means that store atmosphere has an important role to influence consumer's decision. It is proved by regression coefficients store atmosphere from the results of the t test which is amount to 6.973 greater than t table which is equal to 1.984. In conclusion, the store atmosphere that build a comfortable situation for the consumers, can increase the purchase decision of them.

Keywords: Store Atmosphere; Purchasing Decision (search for similar items in EconPapers)
JEL-codes: D70 D80 D81 (search for similar items in EconPapers)
Date: 2019
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