ABSTRAK

Norzaimah 1610412620020, 2020, Pengaruh Café Atmosphere dan Lokasi Terhadap Keputusan Pembelian Konsumen Mom’s Bakery & Café Banjarmasin. Dibimbing oleh Maryono.

Penelitian ini bertujuan untuk mengetahui dan menguji pengaruh secara parsial dan simultan Café Atmosphere (X1) dan Lokasi (X2) terhadap Keputusan Pembelian (Y) Konsumen Mom’s Bakery & Café Banjarmasin. 

Penelitian ini merupakan penelitian dengan pendekatan kuantitatif, tipe penelitian ini adalah metode asosiatif. Pengambilan sampel dalam penelitian ini menggunakan teknik Sampling Insidental, sehingga diperoleh 140 responden yang dijadikan sampel penelitian. Data yang digunakan diambil dari kuesioner. Analisis data menggunakan analisis regresi linier berganda.

Hasil penelitian menunjukan bahwa terdapat pengaruh secara parsial dan  signifikan Café Atmosphere (X1) terhadap Keputusan Pembelian (Y) konsumen Mom’s Bakery & Café Banjarmasin, terdapat pengaruh secara parsial dan  tidak signifikan Lokasi(X2) terhadap Keputusan Pembelian (Y) konsumen Mom’s Bakery & Café Banjarmasin, terdapat pengaruh secara simultan (bersama-sama) signifikan Café Atmosphere (X1) dan Lokasi (X2) terhadap Keputusan Pembelian (Y) konsumen Mom’s Bakery & Café Banjarmasin. Nilai koefisien determinasi dalam penelitian ini sebesar 0,745 yang berarti mempunyai tingkat hubungan yang kuat.

Kata Kunci : Café Atmosphere, Lokasi, dan Keputusan Pembelian

ABSTRACT

Norzaimah 1610412620020, 2020, The Influence of Café Atmosphere and Location on Consumer Purchasing Decisions at Mom's Bakery & Café Banjarmasin. Supervised by Maryono.

The purpose of this study was to determine and test the effect of partially and simultaneously Café Atmosphere (X1) and Location (X2) on Purchasing Decisions (Y) at Mom's Bakery & Café Banjarmasin.

This research is a research with a quantitative approach, this type of research is an associative method. Sampling in this study using incidental sampling technique, in order to obtain 140 respondents who became the research sample. The data used were taken from a questionnaire. The data analysis used multiple linear regression analysis.

The results showed that there was a partial and significant influence of Café Atmosphere (X1) on Purchasing Decisions (Y) of consumers at Mom's Bakery & Café Banjarmasin, there was a partial and insignificant influence Location (X2) on Purchasing Decisions (Y) of Mom's Bakery & Café consumers. Banjarmasin, there is a simultaneous (jointly) significant influence of Café Atmosphere (X1) and Location (X2) on Purchasing Decisions (Y) consumers of Mom's Bakery & Café Banjarmasin. The coefficient of determination in this study is 0.745, which means that it has a strong level of relationship.

Keywords : Café Atmosphere, Location, and Purchase Decision