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PENGARUH SUASANA KAFE DAN PERSEPSI KUALITAS PRODUK KAFE TERHADAP KEPUTUSAN PEMBELIAN PADA KAFE LINGLING FRUIT BAR SOEKARNO HATTA DI KOTA MALANG

Kartiningrum, Eva Rosdiana (2018) PENGARUH SUASANA KAFE DAN PERSEPSI KUALITAS PRODUK KAFE TERHADAP KEPUTUSAN PEMBELIAN PADA KAFE LINGLING FRUIT BAR SOEKARNO HATTA DI KOTA MALANG. Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This research aims to analyze the influence of cafe atmosphere and quality product cafe on purchasing decisions of cafe Lingling Fruit Bar. Purchasing Decisions are an important thing to be noticed by the company to be able to survive in competition and expand its business. One way to survive in competition is to improve the atmosphere of a comfortable cafe and create good quality products for consumers. The instrument used in this study was multiple regression analysis and use t-test. The population in this study is consumers who made the first purchase decision in cafe Lingling Fruit Bar with a sample size of 100 respondents. This research concluded that cafe atmosphere and quality product cafe have the positive and significant effect on purchasing decision. Quality product cafe is a more dominant influence on purchasing decisions than the cafe atmosphere.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201410160311107
Keywords: Cafe atmosphere, Quality Product Cafe, Purchasing decisions
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 15 Nov 2018 09:15
Last Modified: 15 Nov 2018 09:15
URI : http://eprints.umm.ac.id/id/eprint/40106

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