PENGARUH STORE ATMOSPHERE, VARIASI PRODUK, E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK FOOD COURT KOTA MADIUN

Authors

  • Indra Ayu Fatmala Universitas PGRI Madiun
  • Fransisco Aldi Bahari Universitas PGRI Madiun

DOI:

https://doi.org/10.25273/capital.v7i2.18874

Keywords:

Store Atmosphere, Product Variation, E-WOM, Purchase Decision

Abstract

This study aims to determine the effect of store atmosphere, product variety, and electronic word of mouth (E-WOM) on purchasing decisions for food court products in Madiun city. This study uses a quantitative research method. The population of this research is Consumers Food Court in Madiun city as many as 384 people through a questionnaire. The data collection technique for this research used a purposive sampling technique. The research data analysis method uses Multiple Linear Regression analysis using the SPSS program. Data analysis was performed using the Classical Assumption Test, Multiple Linear Test, t test. The results of this study prove that 1) Store Atmosphere has a significant effect on the Purchase Decision of Food Court products in Madiun City. 2) Product Variation has no effect on the Purchase Decision of Food Court products in Madiun City. 3) Electronic Word Of Mouth has a significant effect on the Purchase Decision of Food Court products in Madiun City.

Downloads

Download data is not yet available.

References

Agmasari, S. (2021). Sektor Kuliner Penyumbang Terbesar PDB Ekonomi Kreatif Indonesia. https://www.kompas.com/food/read/2021/08/11/210300375/sektor-kuliner-penyumbang-terbesar-pdb-ekonomi-kreatif-indonesia

Amstrong, Gary & Philip, K. (2012). Dasar-Dasar Pemasaran. Jilid I (Alexander Sindoro dan Benyamin Molan (ed.)). Penerbit Prenhalindo.

Armstrong, K. (2015). Marketing an Introducing Prentice Hall twelfth edition.

Berman, B., & Evans, J. R. (2014). Retail Management: a strategic approach (12th ed).

Fandy Tjiptono. (2012). Strategi Pemasaran (Edisi 3).

Goyette, I., Ricard, L., & Bergeron, J. (2010). e-WOM Scale : Word-of-Mouth Measurement Scale for e-Services Context *. 23, 5–23.

Kotler & Keller. (2012). Manajemen Pemasaran. Erlangga.

Kotler & Keller. (2016). Marketing Management,15th Edition.

Kotler, P. (2005). Manajemen Pemasaran Jilid 1 dan 2. PT Indeks Kelompok Gramedia.

Levy, M., & Weitz, B. A. (2012). Retailing Management Information Center.

Schiffman, L., & Kanuk, L. L. (2010). Perilaku Konsumen edisi 7.

Sugiyono. (2013). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D.

Downloads

Published

2024-03-01

Issue

Vol. 7 No. 2 (2024)

Section

Articles

License

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

With the receipt of the article by the CAPITAL: JURNAL EKONOMI DAN MANAJEMEN Editorial Board and the decision to be published, then the copyright regarding the article will be diverted to CAPITAL

CAPITAL has the right to multiply and distribute the article and every author is not allowed to publish the same article that was published in this journal.