Pengaruh Variasi Menu dan Store Atmosphere terhadap Keputusan Pembelian pada Konsumen Café Favor Kota Kediri.

As’ari, Eka Ayu (2026) Pengaruh Variasi Menu dan Store Atmosphere terhadap Keputusan Pembelian pada Konsumen Café Favor Kota Kediri. Skripsi thesis, Universitas Kadiri.

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Abstract

Coffee consumption in Indonesia has increased over the past few years. Coffee is no longer seen as just a drink, but is now attached to the identity of the café. The growing number of cafés in Indonesia shows that the business has great potential, but on the other hand, it creates increasingly tight competition between business actors. This study aims to determine the effect of menu variation and store atmosphere on purchasing decisions at the Favor café in Kediri City. This study uses a quantitative method. The sampling technique is nonprobability sampling including incidental sampling with a sample size of 105 respondents. Data obtained using SPSS software version 25. The results of this study are (1) menu variation has a significant effect on purchasing decisions, (2) store atmosphere has a significant effect on purchasing decisions, (3) menu variation and store atmosphere have a significant effect on purchasing decisions. Keywords: Menu Variations, Store Atmosphere, Purchasing Decisions.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	24 Sep 2026 02:39
Last Modified:	24 Sep 2026 02:39
URI:	http://repository.unik-kediri.ac.id/id/eprint/1245

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