The Impact of Store Atmosphere and Service Quality on Buying Decisions at Nikalua Coffee in Bangsri Jepara

Abstract

This research aims to analyze the influence of Store Atmosphere (X1), Quality (X2), and Service Quality (X2) variables on the dependent variable of Buying Decision (Y) among consumers at Nikalua Coffee and Eatery Bangsri Jepara. The research respondents consisted of 100 customers who made purchases at Nikalua Coffee and Eatery Bangsri Jepara. This study utilized primary data by collecting data through observation with questionnaires. The data collection methodology employed a survey using the accidental sampling method. The multiple linear regression analysis results showed a positive relationship between the independent variables and the dependent variable. The coefficient of determination results with an R square value of 91% indicates that the model in this study can be explained by 91%, while the remaining 9% is explained by other variables outside the research model.