The Influence of Café Atmosphere, Price and Location on Purchasing Decisions at the Coffe Shop Scale in Mataram City

M Subbanul Mujahideen

Abstract


The goals of this research is to determine the effect of Café Atmosphere, price and location on purchasing decisions at the Skala coffee shop in Mataram city. The population is all Skala Coffee buyers, while the sample is 100 consumers using purposive sampling. This type of research is quantitative associative research. Processing data in this study using SPSS 26.0 for windows software. In which the validity test, reliability test, classical assumption test, multiple linear regression analysis, significance test (t test) and coefficient of determination test (R2). Based on the results of the analysis, (1) Café Atmosphere had a positive and significant effect on revisit intention, (2) price had a positive and insignificant effect on revisit intention, (3) location had a positive and significant effect on revisit intention

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