Pengaruh Store Atmosphere (Suasana Toko) Terhadap Emosi Serta Dampaknya Pada Keputusan Pembelian (Survei Pada Pembeli Di Ria Djenaka Cafe Dan Resto, Kota Batu)

The objective of this study is to analyze and explain effect of Store Atmosphere Toward Emotional Response and the impact to Purchase Decision.The research belongs to explanatory research. Population in this study is the buyers at Ria Djenaka Cafe and Resto, Batu. The size of samples determined 100 people. Data collection methods were used distributing questionnaires to 100 samples method. The samples are taken by using accidental sampling. Data analysis technique is descriptive analysis and path analysis using SPSS software version 22. The Result of this research show that: 1) Store Atmosphere has influence on Emotional Response with path coefficient (β) 0,814 and level of significance is 0,000 (α<0,05), 2) Emotional Response has insfluences on Purchase Decisions with path coefficient (β) 0,525 and level of significance is 0,000 (α<0,05)