The Impact of Serviscape on Purchase Decision

Rizki Akmal Fadhil (), Heny Hendrayati and Ratih Hurriyati
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Rizki Akmal Fadhil: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 756-761 from Springer

Abstract: Abstract The current digital era shows high business competition coupled with some changes in consumer behavior, including in the photography industry sector, especially Photobox, especially in big cities where the Fotohokkie company is experiencing a decline in consumers. This research aims to analyze the influence of photo box servicescape on purchasing decisions at Fotohokkie The Hallway, Bandung. The research data was obtained by distributing questionnaires to Fotohokkie users online using Google Forms. Determination of the sample based on the theoretical criteria suggested obtaining a sample of 100 respondents. The results of the reliability validity test, the normality test, and the linearity test support continuing this research. The data were processed using the SPSS application using a simple linear regression analysis technique. The results of the study showed that Servicescape had a significant influence on the Purchase Decision of Fotohokkie The Hallway service users in Bandung. This is because of the different advantages in terms of photo layout and environmental comfort.

Keywords: Purchase Decision; Servicescape; Service Marketing (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_100

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