THE INFLUENCE OF STORE ATMOSPHERE AND BRAND IMAGE ON PURCHASE DECISIONS (A STUDY AT JONG KOFFIE STORE, CIGOMBONG, BOGOR)

Abstract

This research aims to determine the influence of store atmosphere and brand image on purchasing decisions at the Jong Koffie Coffeeshop Cigombong Bogor. Data collection was carried out by distributing questionnaires, the type of research used was quantitative research. The number of samples determined in this study was rounded up to 100 respondents. The research data collection method was carried out through distributing questionnaires using a Likert scale as a measuring tool. The data analysis technique in this research uses multiple linear regression with a model feasibility test (F test) and partial regression test (T test). Data processing was carried out using the Statistical Package for Social Science (SPSS) program. The results of this research show that there is a positive and significant influence of store atmosphere and brand image on purchasing decisions.