ANALYSIS OF THE INFLUENCE OF STORE ATMOSPHERE, LOCATION, AND PRICE PERCEPTION ON CONSUMER PURCHASES INTENTION IN AMBARUKMO KAMPUNG COFFEE (KOKAMBAR) IN BANTUL

Abstract

ABSTRACT

 This research aims to analyze the influence of Store Atmophere, Location and Price Perception variables on Consumer Purchase Interest in Ambarukmo Kampung Coffee in Bantul. The data sources for this research are primary data and secondary data using data collection in the form of a questionnaire. The population of this research is consumers who have an interest in purchasing at Ambarukmo Kampung Coffee. The sample for this research consisted of 129 respondents using a purposive sampling technique and determined using the Lemeshow formula. The analytical method for this research uses the Structural Equation Modeling (SEM) analysis method or structural equation analysis. The research results show that the Store Atmosphere, Location and Price Perception variables simultaneously have a positive effect on Purchase Interest in the Ambarukmo Kampung Coffee, Bantul. Meanwhile, partially, the Store Atmosphere, Location and Price Perception variables have a positive and significant effect on consumer buying interest in Ambarukmo Kampung Coffee in Bantul.

Keywords: Store Atmopshere, Location, Price Perception, Purchase Interest