PENGARUH STORE ATMOSPHERE ISLAMI TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Cafe & Resto Angonjiwo Gresik)

Abstract

This study was conducted to determine the influence of Islamic store atmosphere on purchasing decisions at Cafe & Resto Angonjiwo Gresik. The analysis technique used in this study is quantitative with simple linear regression analysis. The population in this study is consumers who visit Cafe & Resto Angonjiwo Gresik, with a sample of 50 respondents. Data collection techniques using questionnaires, interviews and documentation. This study used nonprobability sampling techniques with sampling methods used accidental/incidental sampling. Based on the results of the study in the partial test, it shows that the variable store atmosphere Islamic (X) with a calculated t value of 15.999 and Sig. of 0.000. Meanwhile, it is known that the table t value is 2.010, so the hypothesis test in this study is known Sig. value for the influence of Islamic store atmosphere on purchasing decisions of 0.000 < 0.05 and t value count 15.999 > 2.010 so that it can be concluded that H0 is rejected and H1 is accepted, which means that the Islamic store atmosphere variable affects purchasing decisions at Cafe &; Resto Angonjiwo Gresik. The results of the coefficient of determination analysis obtained an R square Square value of 0.842, meaning that the contribution of the independent variable (Islamic store atmosphere) to the dependent variable (purchase decision) is expressed in percentage of 84% and the remaining 16% is influenced by other factors