Pengaruh Kualitas Pelayanan Jasa, Store Atmosphere, Word Of Mouth Terhadap Keputusan Pembelian

The purpose of this study are to determine Effect of Consumer Perceptions on Service Quality, Store Atmosphere and Word of Mouth Communication to Buy Consumer and against Consumer Buying Bakso Mas Yon. The population in this study as many as 1400 people, sampling of 93 respondents. The method in this research is descriptive verification method with ex-post-facto approach and survey. The data using questionnaires. Data analysis using Path Analysis and processed with SPSS. The results of this study indicate that there is influence between Consumer Perceptions of Service Quality, Store Atmosphere and Word of Mouth Communication to Buy Consumer and against Consumer Buying Bakso Mas Yon Bandar Lampung. With a determination level of 0,749 to against Consumer Buying and 0,79 to buying decision.Tujuan penelitian ini untuk mengetahui Pengaruh Persepsi Konsumen tentang Kualitas Pelayanan Jasa, Store Atmosphere dan Word of Mouth Communication terhadap Keputusan Pembelian melalui Minat Beli Konsumen Bakso Mas Yon. Populasi dalam penelitian ini sebanyak 1.400 orang, pengambilan sampel sebanyak 93 responden. Metode dalam penelitian ini adalah metode deskriptif verifikatif dengan pendekatan ex-post-facto dan survey. Pengumpulan data menggunakan kuesioner. Analisis data menggunakan Path Analysis dan diolah dengan SPSS. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh antara Persepsi Konsumen tentang Kualitas Pelayanan Jasa, Store Atmosphere dan Word of Mouth Communication terhadap Keputusan Pembelian melalui Minat Beli Konsumen Bakso Mas Yon Bandar Lampung. Dengan kadar determinasi sebesar 0,749 terhadap minat beli dan 0,79 terhadap keputusan pembelian.Kata kunci: persepsi konsumen tentang kualitas pelayanan jasa, store atmosphere, word of mouth communication, minat beli konsumen dan keputusan pembelia