PENGARUH WORD OF MOUTH, KUALITAS MAKANAN DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN ANGKRINGAN DISINIAJA KARANGANYAR
PENGARUH WORD OF MOUTH, KUALITAS MAKANAN DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN ANGKRINGAN DISINIAJA KARANGANYAR
DOI:
https://doi.org/10.33061/jeku.v22i1.7584Abstrak
Tujuan penelitian untuk menganalisis signifikansi pengaruh word of mouth, kualitas makanan dan store atmosphere terhadap keputusan pembelian. Jenis penelitian ini adalah survei dengan populasi konsumen Angkringan Disiniaja Karanganyar. Sampel 100 orang dengan teknik accidental sampling. Teknik pengumpulan data menggunakan kuesioner dan studi pustaka. Teknik analisis data menggunakan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa word of mouth, kualitas makanan dan store atmosphere mempengaruhi konsumen dalam melakukan pembelian secara signifikan pada Angkringan Disiniaja Karanganyar.
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Hak Cipta (c) 2022 alviana eka kimilawati, Rahayu Triastity, Sumaryanto Sumaryanto
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