PENGARUH STORE ATMOSPHERE, PROMOSI DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PIZZA HUT AREA JAKARTA BARAT

JEB17 : Jurnal Ekonomi dan Bisnis Pub Date : 2022-09-30 DOI:10.30996/jeb17.v7i02.7364

Amo Sugiharto, Devi Anggraini

{"title":"PENGARUH STORE ATMOSPHERE, PROMOSI DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PIZZA HUT AREA JAKARTA BARAT","authors":"Amo Sugiharto, Devi Anggraini","doi":"10.30996/jeb17.v7i02.7364","DOIUrl":null,"url":null,"abstract":"This study aims to determine the effect of Store Atmosphere, Promotion, and Product Variations on Purchase Decisions at Pizza Hut Area, West Jakarta. This research is causal associative research, using multiple linear regression analysis method. The population of this research is the consumers of Pizza Hut Area, West Jakarta. The sample in this study was taken using non-probability sampling with accidental sampling method (convenience sampling) with a total of 130 respondents. The statistical tool used is multiple linear regression analysis. Data processing using SPSS statistics software. The results of this study indicate, Store Atmosphere, Promotion, and Product Variations simultaneously and significantly influence the Purchase Decision. Store Atmosphere has a significant effect on purchasing decisions. Promotion has a significant effect on purchasing decisions. Product variations have a significant effect on purchasing decisions. To improve Purchase Decisions at the West Jakarta Pizza Hut Area, West Jakarta Pizza Hut Area is expected to pay more attention to how to improve Store Atmosphere, Promotion and Product Variations in order to improve Purchase Decisions at West Jakarta Pizza Hut Area","PeriodicalId":338242,"journal":{"name":"JEB17 : Jurnal Ekonomi dan Bisnis","volume":"22 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"JEB17 : Jurnal Ekonomi dan Bisnis","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.30996/jeb17.v7i02.7364","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

Abstract

This study aims to determine the effect of Store Atmosphere, Promotion, and Product Variations on Purchase Decisions at Pizza Hut Area, West Jakarta. This research is causal associative research, using multiple linear regression analysis method. The population of this research is the consumers of Pizza Hut Area, West Jakarta. The sample in this study was taken using non-probability sampling with accidental sampling method (convenience sampling) with a total of 130 respondents. The statistical tool used is multiple linear regression analysis. Data processing using SPSS statistics software. The results of this study indicate, Store Atmosphere, Promotion, and Product Variations simultaneously and significantly influence the Purchase Decision. Store Atmosphere has a significant effect on purchasing decisions. Promotion has a significant effect on purchasing decisions. Product variations have a significant effect on purchasing decisions. To improve Purchase Decisions at the West Jakarta Pizza Hut Area, West Jakarta Pizza Hut Area is expected to pay more attention to how to improve Store Atmosphere, Promotion and Product Variations in order to improve Purchase Decisions at West Jakarta Pizza Hut Area

查看原文本刊更多论文

本研究旨在确定店铺氛围、促销和产品变化对雅加达西部必胜客地区购买决策的影响。本研究为因果关联研究，采用多元线性回归分析方法。本研究的人群是雅加达西部必胜客地区的消费者。本研究的样本采用非概率抽样和偶然抽样(方便抽样)的方法，共130名被调查者。使用的统计工具是多元线性回归分析。数据处理采用SPSS统计软件。本研究结果显示，店铺氛围、促销、产品变化同时显著影响消费者的购买决策。商店氛围对购买决策有显著影响。促销对购买决策有显著影响。产品变化对购买决策有显著影响。为了提高西雅加达必胜客区域的购买决策，西雅加达必胜客区域希望更多地关注如何改善商店氛围，促销和产品变化，以提高西雅加达必胜客区域的购买决策

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

JEB17 : Jurnal Ekonomi dan Bisnis

自引率

0.00%

发文量