Pengaruh Promosi dan Store Atmosphere terhadap Minat Beli Konsumen pada Kedai Kopi Jee Cafe

Husniyah, Husniyah (2023) Pengaruh Promosi dan Store Atmosphere terhadap Minat Beli Konsumen pada Kedai Kopi Jee Cafe. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

This study aims to determine the effect of promotion and Store Atmosphere on Consumer Purchase Interest at Jee Cafe Coffee Shop. The research method used in this study is the quantitative method, with the data used namely primary data, namely data and information obtained directly or online through questionnaires filled out using the Google form for Jee Cafe consumers. The population of this study are consumers who have made transactions at the Jee Cafe coffee shop. The sample in this study was 100 respondents with a purposive sampling method. Data analysis using multiple linear regression analysis. The results of this study indicate that promotion has a positive and significant effect on consumer buying interest at Jee Cafe, with the result t count of 3.745 greater than t table 1.660 with a significance level of 0.000 less than 0.05. The Store Atmosphere variable has a positive and significant effect on consumer buying interest at Jee Cafe, with a t-count of 2.889 with a significance level of 0.005, less than 0.05. There is a significant simultaneous influence between the independent variables, namely promotions and store atmosphere on the dependent variable, namely Jee Cafe consumer buying interest with a Fcount value of 59.774 greater than Ftable 3.09 with a significance level of 0.000 less than 0.05.

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