PENGARUH PERILAKU KONSUMEN, STORE ATMOSPHERE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA ADITI COFFEE HOUSE & SPACE DI ERA PANDEMI COVID-19

Abstract

ABSTRACT

The research in this final project aims to determine whether or not there is an influence between consumer behavior, store atmosphere and price on purchasing decisions at Aditi Coffee House & Space in the Covid-19 Pandemic Era. The Covid-19 pandemic caused a 35% decrease in income at Aditi Coffee House & Space, the Covid-19 pandemic had an impact where people would rethink to make purchasing decisions for something that is considered not a primary need in the era of the Covid-19 pandemic. The type of research used is descriptive causal research with a quantitative approach. Collecting data in the study, the authors obtained data by distributing questionnaires to 100 samples of respondents via google form. The data analysis technique used in the research used descriptive analysis, classic assumption test, multiple linear regression analysis, coefficient determination analysis and hypothesis testing using SPSS 2 software. Overall the results of the research using hypothesis testing (t test) were obtained that Consumer Behavior significantly influenced the decision. Purchases with a significance value of 0.000. Store atmosphere has a significant influence on purchasing decisions with a significance value of 0.001. The price significantly influences the purchasing decision with a significance value of 0.002. Based on the results of hypothesis testing (f test) Consumer Behavior, Store Atmosphere and Price simultaneously influence Purchasing Decisions

Keywords: Consumer Behavior, Store Atmosphere, Price, Purchase Decision

ABSTRAK

Penelitian pada tugas akhir ini memiliki tujuan untuk mencari ada atau tidaknya pengaruh antara Perilaku Konsumen, Store Atmosphere dan Harga terhadap Keputusan Pembelian pada Aditi Coffee House & Space di Era Pandemi Covid-19 Pandemi Covid-19 membuat terjadinya penurunan pendapatan pada Aditi Coffee House & Space sebesar 35%, adanya pandemi Covid-19 memberikan dampak dimana masyarakat akan berfikir ulang untuk melakukan keputusan pembelian terhadap sesuatu yang dianggap bukan kebutuhan utama di era pandemi Covid-19. Jenis penelitian yang digunakan yaitu penelitian deskriptif kausal dengan pendekatan kuantitatif. Pengumpulan data pada penelitian, penulis memperoleh data dengan melakukan penyebaran kuesioner terhadap 100 sampel responden melalui google form. Teknik analisis data pada penelitian menggunakan analisis deskriptif, uji asumsi klasik, analisis regresi linear berganda, analisis koefesien determinasi dan pengujian hipotesis dengan menggunakan software SPSS 2. Secara keseluruhan hasil pada penelitian menggunakan uji hipotesis (uji t) diperoleh Perilaku Konsumen mempengaruhi secara signifikan terhadap Keputusan Pembelian dengan nilai signifikansi 0,000. Store Atmosphere mempengaruhi secara signifikan terhadap Keputusan Pembelian dengan nilai signifikansi 0,001. Harga mempnegaruhi secara signifikan terhadap Keputusan pembelian dengan nilai signifikansi 0,002. Berdasarkan hasil uji hipotesis (uji f) Perilaku Konsumen, Store Atmosphere dan Harga mempengaruhi Keputusan Pembelian secara bersama-sama.

Kata Kunci:  Perilaku Konsumen, Store Atmosphere, Harga, Keputusan Pembelian