Pengaruh Cafe Atmosphere Dan Harga Terhadap Keputusan Pembelian Pada Konsumen Fruts Cafe Surabaya

Penelitian berikut mempunyai tujuan guna mengetahui pengaruh cafe atmosphere dan harga terhadap keputusan pembelian di Fruts Cafe Surabaya. Jenis penelitian berikut yakni penelitian kuantitatif menggunakan teknik pengambilan sampel yaitu non probability sampling, dengan total 95 responden. Teknik pengumpulan data melalui penyebaran angket. Populasi dalam penelitian ini ialah konsumen yang melakukan kunjungan serta telah melaksanakan pembelian produk di Fruts Cafe Surabaya dari bulan Januari sampai Mei 2019. Teknik analisis data dengan kuantitatif menggunakan statistik deskriptif, analisis data memakai regresi linier berganda Hasil dari penelitian berikut membuktikan bahwasanya variabel cafe atmosphere (X₁) mempengaruhi secara signifikan terhadap keputusan pembelian, sedangkan variabel harga (X₂) mempengaruhi secara signifikan terhadap keputusan pembelian dan variabel Cafe atmosphere (X₁) dan harga (X₂) berpengaruh signifikan secara simultan terhadap keputusan pembelian (Y) di Fruts Cafe Surabaya.

Kata Kunci: Cafe Atmosphere, harga, keputusan pembelian.   

This research aims to determine the effect of cafe atmosphere and price on purchasing decisions at Fruits Cafe Surabaya. This type of research is a quantitative research using sampling techniques, namely non-probability sampling, with a total of 95 respondents. The technique of collecting data by distributing questionnaires. The population in this study were consumers who were visiting and had purchased products at Fruits Cafe Surabaya from January to May 2019. Quantitative data analysis techniques used descriptive statistics, data analysis used multiple linear regression. The results of this study indicate that the Cafe atmosphere variable ( X1) has a partially significant effect on purchasing decisions, while the price variable (X2) has a partially significant effect on purchasing decisions and the Cafe atmosphere (X1) and price (X2) variables simultaneously have a significant effect on purchasing decisions (Y) at Fruits Cafe Surabaya.

Keywords: Cafe Atmosphere, price, purchase decisions.