THE INFLUENCE OF STORE ATMOSPHERE, CONSUMER PERCEPTION, BRAND IMAGE, PRODUCT FEATURES, AND EVENT MARKETING ON PURCHASE DECISIONS AT ABSTRAK CAFÉ RANTAUPRAPAT

AHMAD HAIKAL RAMADHAN, NPM 2001100011 (2024) THE INFLUENCE OF STORE ATMOSPHERE, CONSUMER PERCEPTION, BRAND IMAGE, PRODUCT FEATURES, AND EVENT MARKETING ON PURCHASE DECISIONS AT ABSTRAK CAFÉ RANTAUPRAPAT. Tugas_Akhir(Artikel) Journal Of Global Islamic Economic Studies. pp. 13-25. ISSN 2987-7008(e-ISSN)

	Text COVER.pdf Download (719kB)
	Text ARTIKEL.pdf Restricted to Registered users only Download (485kB)

Abstract

This research aims to analyze the influence of store atmosphere, consumer perception, brand image, product features, and event marketing on purchasing decisions at Abstrak Café in Rantauprapat. The research method used in this study is quantitative. In this study, the population consists of an unknown number of Café Abstrak Rantauprapat consumers. The research sample, determined using the incidental sampling technique, is a method of selecting samples based on chance. Anyone who happens to meet the researcher can be used as a sample if they are considered suitable as a data source. This study uses a non-probability sampling technique because the population size is unknown, and purposive sampling as the sample selection method. Since the exact number of population members is unknown, the sample size is calculated using Cochran's formula, resulting in a research sample of 96 people. The data collection techniques used are observation, document study, and questionnaires. The research analysis method for this study is multiple linear regression using the SPSS program. The research results prove that Store Atmosphere, Consumer Perception, Brand Image, Product Features, and Event Marketing simultaneously have a positive and significant influence on purchasing decisions at Abstrak Café Rantauprapat. Keywords: Store Atmosphere, Consumer Perception, Brand Image, Product, Features, Event, Marketing, Purchase Decision

Item Type:	Article
Uncontrolled Keywords:	Store Atmosphere, Consumer Perception, Brand Image, Product, Features, Event, Marketing, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	09 Jun 2026 04:36
Last Modified:	09 Jun 2026 04:36
URI:	http://repository.ulb.ac.id/id/eprint/2524

Actions (login required)

View Item