PENGARUH STORE ATMOSPHERE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI CRITOE COFFEE

Belakangan ini bisnis kuliner telah menjadi pilihan investasi yang menarik dan menguntungkan. Akibatnya, terlihat peningkatan jumlah pengusaha yang berlomba-lomba untuk terlibat dalam industri kuliner. Untuk menghadapi persaingan ini, para pelaku industri kuliner semakin bersaing dengan menciptakan keunggulan kompetitif yang berkelanjutan. Oleh karena itu, para pengusaha perlu memperhatikan kualitas dari produk yang dijual dan kenyamanan konsumen dalam menikmati produk tersebut. Penelitian ini dilakukan untuk mengetahui pengaruh store atmosphere dan kualitas produk terhadap keputusan pembelian di Critoe Coffee. Metode penelitian ini menggunakan kuantitatif pendekatan deskriptif dan verifikatif. Sebanyak 100 responden yang pernah bertransaksi di Critoe Coffee menjadi sampel dalam penelitian ini, yang dipilih dengan menggunakan teknik purposive sampling. Data dianalisis menggunakan berbagai teknik, termasuk uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji koefisien determinasi, uji t (parsial), dan uji F (simultan). Hasil penelitian menunjukkan bahwa store atmosphere dan kualitas produk berpengaruh secara parsial dan signifikan terhadap keputusan pembelian. Sedangkan secara simultan, store atmosphere dan kualitas produk berpengaruh secara signifikan terhadap keputusan pembelian di Critoe Coffee. Recently, the culinary business has become an attractive and profitable investment option. As a result, there has been an increase in the number of entrepreneurs vying to get involved in the culinary industry. To face this competition, culinary industry players are increasingly competing by creating sustainable competitive advantages. Therefore, entrepreneurs need to pay attention to the quality of the products sold and the convenience of consumers in enjoying these products. This research was conducted to determine the effect of store atmosphere and product quality on purchasing decisions at Critoe Coffee. This research method uses a quantitative descriptive and verification approach. A total of 100 respondents who had transacted at Critoe Coffee were the samples in this study, who were selected using a purposive sampling technique. Data were analyzed using various techniques, including validity and reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination tests, t-test (partial), and F-test (simultaneous). The results showed that store atmosphere and product quality have a partial and significant effect on purchasing decisions. Meanwhile, simultaneously, store atmosphere and product quality have a significant effect on purchasing decisions at Critoe Coffee