PENGARUH STORE ATMOSPHERE, FASILITAS, DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI SASINO COFFEE WONOGIRI

Abstract

The purpose ofa thisi studyi wasi to determinei their effectiof storei atmosphere,
facilities, and product innovation variables on purchasing decisions at Sasino Coffee
Wonogiri. Thisistudy uses aiquantitativei descriptivei methodi, with purposive sampling
as a sampling technique. Observation and questionnaires are dataecollection
techniques. The populationi ini this studyi is unlimited, using a samplei of i100i
respondents. Theianalytical techniqueiusediisiinstrumentitest, multipleilinearianalysis
testiandihypothesisitestiusingititestiandif test. The result of this study indicate that
Store Atmosphere, Facilities, andi Producti Innovationi have ai significanti effecti oni
Purchase Decisionsiand theivariables Store Atmosphere, Facilities andi Producti
Innovation have a positive effect on purchasing decisionsiat Sasino Coffee Wonogiri.
By looking at the coefficient of determination and regression models in order to show
significant results on purchasing decisions.
Keywords: store atmosphere, facilities, product innovation, purchasing decisions