Manggalawati, Siliya (2024) PENGARUH STORE ATMOSPHERE DAN MENU DIVERSITY TERHADAP KEPUTUSAN PEMBELIAN DENGAN SOCIAL INTERACTION DAN MOTIVATION SEBAGAI VARIABEL MODERASI (STUDI EMPIRIS PADA KONSUMEN SLEKO FOOD COURT KOTA MADIUN). S1 thesis, Universitas PGRI Madiun.
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Abstract
The research objectives were to find out whether there was an effect of atmosphere stores and diversity menus towards purchasing decisions with social interaction and motivation as moderation variables. This research was conducted at "Sleko Food Court" in Madiun City. This research sample was 385 respondents. The research method used was a survey with a quantitative descriptive approach. Data collection techniques for this study by distributing questionnaires with the help of Likert scale. Data analysis using PLS-SEM and used the help of SmartPls 4 software. The results of this study are: Store atmosphere has a positive and significant effect towards purchasing decisions, diversity menus have a negative and insignificant effect towards purchasing decisions, social interaction has a positive and significant effect towards purchasing decisions, motivation has a positive and significant effect towards purchasing decisions, social interaction has a positive and significant effect Modorizing Store Atmosphere towards purchasing decisions, motivation has a negative effect and does not significantly moderate the diversity menu towards purchasing decisions.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Store Atmosphere, Menu Diversity, Social Interaction, Motivation, Buying Decision, Sleko Food Court. |
| Subjects: | A Social Sciences > HB Economic Theory A Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | SILIYA MANGGALAWATI SILIYA |
| Date Deposited: | 07 Oct 2024 04:34 |
| Last Modified: | 07 Oct 2024 04:34 |
| URI: | http://eprint.unipma.ac.id/id/eprint/2315 |
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