PENGARUH KELOMPOK ACUAN DAN ATMOSFIR RESTORAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN STARBUCKS COFFEE
Abstract: Starbucks
Corporation is a
coffeehouse network of the
United States are located in Seattle, Washington. Coffee shop today is not
just a place to drink coffee, but a
public space for
socializing, gathering
either for family,
business, friendship or
just to meet. Currently, the
coffee shop has
a more exclusive
but with a more
populist approach. The
look and atmosphere
of the coffee
shop makes consumers not
specifically come to
enjoy coffee but
tend to buy the
concept of ambience
and facilities provided
by the coffee shop.This study
aims to analyze
and discuss the
influence of the reference
group and the
atmosfir restoran on
purchase decisions in Starbucks coffee shop.Techniques for
collection data is questionnaire and technique analysis data using multiple
linear regression analysis. The
result showed that
reference group and
the atmosfir restoran influence give contribution of
influenced on purchase decision.
Penulis: NOVA FARAH DIAN, YESSY
ARTANTI
Kode Jurnal: jpmanajemendd130965
