Application of regression analysis in reviewing the effect of store atmosphere on the purchase decision process
List of Authors
  • Sussy Susant , Yunia Mulyani Azis

Keyword
  • Store Atmosphere, Purchasing Decision Process, Chicken Day Resto Bandun

Abstract
  • As the number of restaurants in Bandung grows, the competition in the industry is getting tougher. Therefore, an effort is needed to survive. One effort that can be done is to create a consumer-oriented marketing strategy that seeks to satisfy customers' needs and desires. This study aims to determine and analyze the influence of the Store Atmosphere on the Consumer Purchase Decision Process at the Chicken Day Resto Bandung. This research wasconducted on consumers of Chicken Day Resto Bandung who made a process of purchasing decisions and the number of samples set was 100 respondents. This study uses a simple linear regression analysis. Based on the responses of consumers regarding store atmosphere obtained a fairly good value and regarding the process of purchasing decisions that fall into the good category. The results showed that the store atmosphere had a positive and significant effect on the process of purchasing decisions of 47.5% and 52.5% influenced by other variables not examined.

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