ANALISIS PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RESTORAN B777 SKY KITCHEN DI PALEMBANG

ABSTRACT This study was conducted to determine the effect of store atmosphere on consumer purchasing decisions on B777 Sky Kitchen restaurant in Palembang. This research uses a case study. Sampling was done by using purposive sampling method. The sample of 100 people, where respondents are people who ever make purchases at restaurants B777 Sky Kitchen in Palembang. The results showed that the variable store atmosphere consisting of sight, touch, smell, hearing, temperature, and tempo influence the purchase decisions of consumers. Keywords: Store Atmosphere, purchase desicio