PENGARUH STORE ATMOSPHERE, WORD OF MOUTH (WOM), KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA KEDAI JOIN KOPI, JAKARTA SELATAN PERIODE FEBRUARI - APRIL 2018

  • Fergy Andika Agung Ricakaono Universitas Budi Luhur
  • Elizabeth Elizabeth Universitas Budi Luhur
Keywords: Store Atmosphere, Word of Mouth, Product Quality and Purchase Decision.

Abstract

Along with the development of the world economy in Indonesia, many businesses are emerging in the capital city of Jakarta, today many cafes are found as a place to gather teenagers with coffee menu. Coffee shops are currently competing to offer a taste of Indonesian coffee from various regions. The purpose of this research is to find out the influence of Store Atmosphere, Word of Mouth (WOM) and Product Quality to Purchasing Decision at Join Coffee Shop Period from February-April 2018. This research uses quantitative descriptive method with 100 respondents. Data analysis using Multiple Linear Regression. The results of the research show Store Atmosphere, Word of Mouth (WOM), and Product Quality on the feasibility of model and partial Word of Mouth (WOM) and Product Quality have positive and significant influence, while Store Atmosphere has negative and insignificant effect to Purchase Decision at Kedai Join Kopi South Jakarta.

Along with the development of the world economy in Indonesia, many businesses are emerging in the capital city of Jakarta, today many cafes are found as a place to gather teenagers with coffee menu. Coffee shops are currently competing to offer a taste of Indonesian coffee from various regions. The purpose of this research is to find out the influence of Store Atmosphere, Word of Mouth (WOM) and Product Quality to Purchasing Decision at Join Coffee Shop Period from February-April 2018. This research uses quantitative descriptive method with 100 respondents. Data analysis using Multiple Linear Regression. The results of the research show Store Atmosphere, Word of Mouth (WOM), and Product Quality on the feasibility of model and partial Word of Mouth (WOM) and Product Quality have positive and significant influence, while Store Atmosphere has negative and insignificant effect to Purchase Decision at Kedai Join Kopi South Jakarta.

Financial Marketing Operational Human Resources (FAMOUS) adalah jurnal peer-review yang diterbitkan tiga kali setahun (Januari-April, Mei-Agustus, dan September-Desember) oleh Program Sarjana Manajemen (S1), Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur . FAMOUS dimaksudkan untuk menjadi jurnal untuk menerbitkan artikel yang melaporkan hasil penelitian tentang akuntansi. FAMOUS adalah media komunikasi dan forum timbal balik untuk karya ilmiah, terutama yang berkaitan dengan bidang Manajemen di Indonesia. FAMOUS mengundang naskah tentang berbagai topik termasuk, tetapi tidak terbatas pada, bidang Manajemen Keuangan, Pemasaran, Operasional/Produksi, dan Sumber Daya Manusia. Makalah yang disajikan dalam FAMOUS adalah tanggung jawab penulis.
Published
2018-08-01
Issue
Vol 1 No 02 (2017): Financial Marketing Operational Human Resources (FAMOUS)
Section
Articles