Nur Arifiani, Putri and Aprileny, Imelda (2020) THE EFFECT OF MENU VARIATION, ATMOSPHERE STORE AND RESTAURANT IMAGE ON PURCHASE DECISIONS. THE EFFECT OF MENU VARIATION, ATMOSPHERE STORE AND RESTAURANT IMAGE ON PURCHASE DECISIONS. (Unpublished)
![[img]](http://repository.stei.ac.id/style/images/fileicons/text.png) |
Text (Artikel Bahasa Indonesia)
21160000109_ARTIKEL INDONESIA_2020.pdf Available under License Creative Commons Attribution Non-commercial. Download (1MB) |
|
Text (Ardicle in ENglish)
21160000109_ARTIKEL INGGRIS_2020.pdf Available under License Creative Commons Attribution Non-commercial. Download (848kB) |
Abstract
The purpose of this study was to determine the effect of variations in menu store atmosphere and restaurant image on purchasing decisions at Bijin Nabe restaurants. The population in this study were all bijin nabe consumers from 2019. This study used a survey method using quantitative analysis. The data was collected using an online questionnaire as many as 100 consumers. The sampling technique used was purposive sampling method, namely the technique of determining the sample by having certain criteria for the sample to be studied. The data testing techniques used in this study include validity, reliability, partial determination coefficient analysis and multiple determination coefficient analysis to test and prove the research hypothesis using the SPSS V23.0 for Windows program. The results of this study indicate that the variable menu variations, store atmosphere and restaurant image affect purchasing decisions at Bijin Nabe restaurants. Variables of menu variation, store atmosphere and restaurant image simultaneously influence purchasing decisions at Bijin Nabe restaurants. The coefficient of determination simultaneously shows that the variable menu variation, store atmosphere, and restaurant image on the purchasing decision is 59.8% while the remaining 40.2% is explained by other factors not examined in this study.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | variasi menu, store atmosphere, citra restoran dan keputusan pembelian |
| Subjects: | Manajemen > Manajemen Pemasaran |
| Divisions: | S1 Manajemen |
| Depositing User: | Users 1484 not found. |
| Date Deposited: | 19 Jan 2021 08:48 |
| Last Modified: | 19 Jan 2021 08:48 |
| URI: | http://repository.stei.ac.id/id/eprint/3441 |
Actions (login required)
 |
View Item |
