Pengaruh Store Atmosphere, Electronic Word of Mouth, Harga dan Variasi Produk Terhadap Keputusan Pembelian Hey House Cafe (Studi Kasus Pada Konsumen Hey House Cafe Kota Madiun)

Armastyan, Erin Vanja (2025) Pengaruh Store Atmosphere, Electronic Word of Mouth, Harga dan Variasi Produk Terhadap Keputusan Pembelian Hey House Cafe (Studi Kasus Pada Konsumen Hey House Cafe Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

Erin Vanja Armastyan. 2025. The Influence of Store Atmosphere, Electronic Word of Mouth (e-WOM), Price, and Product Variation towards Purchase Decisions at Hey House Café Madiun (A Case Study of Hey House Café Consumers in Madiun City). Management Study Program, Faculty of Economics and Business, Universitas PGRI Madiun. Advisor (I): Dr. Rizal Ula Ananta Fauzi, S.E., M.M. Advisor (II): Hendra Setiawan, S.E., M.M. This study aims to analyze the influence of store atmosphere, electronic word of mouth (e-WOM), price, and product variation towards consumer purchasing decisions at Hey House Café. This study used a quantitative approach by distributing questionnaires to 384 respondents using a purposive sampling technique. The instrument was tested for validity and reliability, and all items were found to be valid and reliable. Data analysis was performed using multiple linear regression with SPSS version 25. The t-test results indicated that only store atmosphere has a positive and significant effect towards purchase decisions, with a calculated t-value of 3.345 < t-table of 1.966 and a significance value of 0.001 > 0.05. Electronic word of mouth has a positive and significant effect towards purchasing decisions, with a calculated t value of 3.237 < t table of 1.966 and a significance value of 0.001 > 0.05. Price has a positive and significant effect towards purchasing decisions, with a calculated t value of 3.407 < t table of 1.966 and a significance value of 0.001 > 0.05. Product variety has a positive and significant effect towards purchasing decisions, with a calculated t value of 4.111 > t table of 1.966 and a significance value of 0.000 < 0.05. These findings indicate that consumers consider store atmosphere, e-WOM, price, and product variety more than those with product diversity. Therefore, Hey House Café is advised to continue innovating in product variety to increase purchasing interest and customer loyalty. Keywords: Store atmosphere, electronic word of mouth, price, product variety, purchasing decision.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Store atmosphere; electronic word of mouth ; price ; product variety ; purchasing decision.
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ARMASTYAN VANJA ERIN
Date Deposited:	15 Oct 2025 04:09
Last Modified:	15 Oct 2025 04:09
URI:	http://eprint.unipma.ac.id/id/eprint/5512

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