Stimulus Pemasaran dalam Membentuk Keputusan Pembelian Konsumen pada Retail Coffee Hybrid: Peran Store Atmosphere, Persepsi Harga, dan Kualitas Produk
DOI:
https://doi.org/10.32764/joems.v9i5.1874Keywords:
Store Atmosphere, kualitas produk, persepsi harga, keputusan pembelian, Coffee retail hybridAbstract
Purpose: This study aims to analyze the influence of store atmosphere, price perception, and product quality on consumer purchase decisions at Point Coffee in Indomaret Fresh Jombang.
Methodology/approach: This study employed a quantitative approach using a cross-sectional survey design. Data were collected from 88 consumers selected through purposive sampling. Data analysis was conducted using multiple linear regression with IBM SPSS after validity, reliability, and classical assumption tests.
Findings: The results show that store atmosphere, price perception, and product quality have positive and significant relationships with purchase decisions. Product quality has the strongest contribution among the three variables. Simultaneously, the research model explains 81.9% of the variation in consumer purchase decisions.
Practical implications: The findings suggest that management should prioritize product quality consistency, maintain positive price perceptions, and optimize store atmosphere as part of marketing strategies.
Originality/value: This study contributes to consumer behavior research by examining a hybrid retail coffee business model that integrates modern retail and coffee shop services.
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