PENGARUH STORE ATMOSPHERE DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Pupuk Bawang Caffe & Dinning Kota Wisata Batu)

ABSTRACT The purpose of this study is to determine the effect of store and location variables on purchasing decisions on the Consumer Fertilizer Bawang Cafe & dinning Kota Wisata Batu. The research method used is quantitative. Population and sample used in this research are Consumer Fertilizer Onion Cafe & dinning Town Tour of Stone. The sampling technique used purposive sampling technique, while the data analysis method used in this research is multiple linear regression analysis. The results of this study provide empirical evidence that the variable store atmosphere and location both simultaneously and partially have a positive and significant impact on purchasing decisions. Keywords: Store Atmosphere, Location, Purchase Decision