The Influence of Atmosphere (Store Atmosfhire) and Store Image (Store Image) on Purchasing Decisions At Toga Peak Cafe Sumedang

Abstract

This research was conducted at Toga Peak Cafe Sumedang, which is located in
Sukajaya - South Sumedang, approximately 5 km from Sumedang city. The method
used in this study is a survey method with a verification descriptive analysis
approach. The Effect of Atmosphere (Store Atmosphere) on Purchasing Decisions
at Toga Pak Cafe Sumedang, shows that there is a positive relationship between
store atmosphere and purchasing decisions. Store atmosphere has a significant
positive effect on purchasing decisions at Toga Peak Cafe Sumedang, meaning that
if the store atmosphere is not considered or left unchecked, it will reduce
purchasing decisions. The Effect of Store Image on Purchasing Decisions at Toga
Peak Cafe Sumedang shows that there is a positive relationship between store
image and purchase decisions. This means that increasing store image will
increase purchasing decisions. So by increasing the superiority of characteristics
or characteristics or a better store image it will influence purchasing decisions.
The influence of atmosphere (Store Atmosphere X1) and Image (Store Image X2)
influence Purchase decisions (Y), the path coefficient value of 0.8427 is obtained.
Based on the test, it is obtained that the value of Fcount is greater than the value
of Ftable, from this value it is obtained that the decision H0 is rejected, so that the
Store Atmosphere variable has a significant and positive effect on the purchasing
decision variable.