PENGARUH STORE ATMOSPHERE, CUSTOMER EXPERIENCE DAN UTILITARIAN VALUE TERHADAP KEPUTUSAN PEMBELIAN PADA KEDAI ISTANA KOPI UBUD

I Made Johan Wirya Atmaja; I Gusti Ayu Imbayani; I Made Surya Prayoga

doi:10.36733/emas.v6i3.11400

Authors

I Made Johan Wirya Atmaja Universitas Mahasaraswati Denpasar
I Gusti Ayu Imbayani Universitas Mahasaraswati Denpasar
I Made Surya Prayoga Universitas Mahasaraswati Denpasar

DOI:

https://doi.org/10.36733/emas.v6i3.11400

Keywords:

store atmosphere, customer experience, utilitarian value, keputusan pembelian

Abstract

Keputusan pembelian merupakan proses pengambilan keputusan yang dilakukan oleh konsumen dalam membeli produk untuk memenuhi kebutuhannya. Banyak faktor yang mempengaruhi konsumen di era globalisasi dalam hal keputusan pembelian, diantaranya adalah store atmosphere, customer experience dan utilitarian value. Kedai istana kopi Ubud merupakan salah satu usaha yang bergerak di penjualan olahan kopi. Penelitian ini bertujuan untuk menguji dan memperoleh bukti empiris pengaruh store atmosphere, customer experience dan utilitarian value terhadap keputusan pembelian pada kedai Istana Kopi Ubud. Populasi dalam penelitian ini adalah masyarakat yang berbelanja di kedai Istana Kopi Ubud yang diambil pada tahun 2024. Sampel dalam penelitian ini sebanyak 102 responden yang ditentukan berdasarkan metode non probability sampling yaitu accidental sampling. Teknik analisis data yang digunakan adalah regresi linier berganda. Data diambil dengan kuesioner skala likert dan diolah menggunakan program IBM SPSS Statistics versi 24. Adapun hasil penelitian ini adalah variabel store atmosphere berpengaruh positif dan signifikan terhadap keputusan pembelian pada kedai Istana Kopi Ubud, customer experience berpengaruh positif dan signifikan terhadap keputusan pembelian pada kedai Istana Kopi Ubud, utilitarian value berpengaruh positif dan signifikan terhadap keputusan pembelian pada kedai Istana Kopi Ubud.

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