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MARKETING | RESEARCH ARTICLE
The EAect of Product Quality.
Price, and Store Atmosphere on Purchase Decision Muhammad akbar kurniawan1.
Nabila Putri Maharani2 Department of Management.
Faculty of Economics and Business.
Universitas Teknokrat Indonesia.
Bandar Lampung.
Indonesia.
Email: akbarkurniawan858@gmail.
com1, nabilaputrimaharani@teknokrat.
1, 2
ARTICLE HISTORY
Received: April 26, 2025
Revised: June 28, 2025
Accepted: July 01, 2025
DOI
https://doi.
org/10.
52970/grmapb.
ABSTRACT
This study aims to determine the eAect of product quality, price, and store atmosphere on consumer purchasing decisions at Nuju CoAee in Bandar Lampung.
The method used in this study is a quantitative approach with data collection through questionnaires and analyzed using multiple linear regression.
This study involved Nuju CoAee customers as respondents.
The results showed that product quality, price, and store atmosphere significantly influence consumer purchasing decisions.
Simultaneously, these three variables contribute to consumer decisions when buying products at Nuju CoAee.
This study concludes that product quality, competitive prices, and a comfortable store atmosphere drive customer purchasing decisions in the coAee shop industry.
Keywords: Product Quality.
Price.
Store Atmosphere.
Purchasing Decision.
JEL Code: M31.
D12.
Introduction Indonesia is known for having abundant natural resources.
CoAee is one of the mainstay commodities for the Indonesian economy.
With a production volume of 124.
5 thousand tons in 2022.
Lampung Province is the second-largest coAee producer in Indonesia, according to data from PPID .
One of the related industries that greatly benefits from the potential of coAee is the food and beverage industry.
Business players are also increasingly competing tightly, along with the continued growth of the Indonesian food and beverage industry.
In Bandar Lampung, where there are several distinctive and delicious gourmet restaurants, including coAee shops, the coAee shop business is one of the fastest-growing and most in-demand sectors (Pranajaya & Warganegara, 2.
A coAee shop is a place that sells coAee, non-coAee drinks, and food (Rasmikayati et al.
, 2.
CoAee shops provide customers with food and drink, encouraging social interaction and an engaging environment (Asman & Desy Surya, 2.
CoAee shops must have several important elements, such as good products, aAordable prices, and a friendly atmosphere.
Consumers will never forget reliable and high-quality goods, and they are willing to spend a certain amount for them (Gunawan et al.
, 2.
Prices must also be based on consumers' financial situations so they can purchase the goods.
Price impacts client satisfaction and purchasing decisions as it is one of the most important factors in sales (Gunawan et al.
, 2.
The surrounding environment influences customers' shopping decisions in addition to the price and quality of the product.
When the current store atmosphere and the store atmosphere developed can make consumers feel diAerent in every cafe they visit.
The Author.
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: 2776-6349 it will be a perfect location for visiting.
One of the components that supports a cafe company is the store atmosphere (Gunawan et al.
, 2.
One of the coAee shops in Bandar Lampung is Nuju CoAee, which opened on August 23, 2019 (Instagram, 2.
Although it has only been established for four years, this coAee shop now has seven branches in Bandar Lampung: Kedaton.
Kemiling.
Pahoman.
Sukabumi (Antasar.
Sudirman.
Sukarame, and Enggal.
Nuju CoAee has become a trademark under the auspices of PT.
Singosari Dua Tiga.
CoAee drinks are Nuju CoAee's main product, which operates in the food and beverage sector.
Original coAee from Lampung farmers is used as the raw material for Nuju CoAee drinks.
According to Fitra .
Nuju CoAee also faces stiA competition from other surrounding cafes despite providing high-quality HoAman.
Daja.
Kopi Kenangan.
Kiyo Libare, and Koat CoAee are some of its competing coAee shops.
Therefore.
Nuju CoAee must consider the factors influencing customers' purchasing decisions.
In addition.
Nuju CoAee also provides information to the public about the potential of local coAee and promotes Lampung's unique coAee culture.
Nuju CoAee prioritizes a friendly and attractive store atmosphere, competitive prices, and high-quality products to foster customer loyalty.
Currently, customers are more selective in choosing a coAee shop, prioritizing the overall experience, from high-quality goods to the comfort of the coAee shop (Priambodo & Widajanto, 2.
Consumer purchasing decisions in the food and beverage business are greatly influenced by various variables, including price, product quality, and the surrounding environment (Ardyanto & Pradana, 2.
Therefore, coAee shop business actors must consider these three aspects to attract and retain customers.
Nuju is a local coAee company based in Bandar Lampung, which was established in August 2019.
Nuju CoAee is still concerned about the quality of its products.
The good rating from the Go-Food application on the online food and beverage ordering platform evidences this.
The following is the rating obtained by Nuju CoAee on the Gojek application.
Table 1.
Rating for CoAee Brand Price Range CoAee Break Sudirman IDR 14,000Ae20,000 Nuju CoAee Kedaton IDR 14,000Ae20,000 Nuju CoAee Sukarame IDR 14,000Ae20,000 Nuju CoAee Kemiling IDR 14,000Ae20,000 Nuju CoAee Pahoman IDR 10,000Ae21,000 Go to Space IDR 10,000Ae20,000 Nuju CoAee HQ IDR 15,000Ae21,000 Source: Gojek application in Go-Food feature.
December 2024 Number of Ratings Rating Value Consumers are generally happy with the quality of Nuju CoAee products and reasonable prices, as shown by the number of ratings in the table above, which they obtained through the Gojek application.
Nuju CoAee has a competitive price range and a variety of menu choices.
At Nuju CoAee, a single drink usually costs between IDR 14,000 and IDR 21,000.
Several important aspects influence customer purchasing decisions, including the environment, product quality, and price.
Not only getting positive reviews from consumers who buy products online.
However, many people buy Nuju coAee products oEine at the Nuju coAee shop.
Many customers buy Nuju CoAee products because this coAee shop has various interesting areas, adequate lighting, the latest music playlists available in the cafe, and an interior design that makes customers feel at home and have fun.
In addition.
Nuju CoAee Outlet oAers various facilities, including internet, prayer rooms, sopa, and many more.
From the above incident, in addition to the results that contradict previous research.
The author hopes to conduct a more comprehensive study to show whether environmental, cost, and product quality aAect customer decisions.
The study is "The EAect of Product Quality.
Price, and Store Atmosphere on Purchasing Decisions at Nuju CoAee Bandar Lampung".
This study is original because it explicitly examines local coAee shops' consumer behavior in Bandar Lampung, which is still rarely studied, focusing on the The Author.
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: 2776-6349 younger generation as the main segment.
In addition, this study simultaneously integrates product quality, price, and store atmosphere in one analysis model to understand purchasing decisions, which has not been widely studied in previous studies.
II.
Literature Review and Hypothesis Development Product Quality According to Wijaya & Ni Putu Widhia Rahayu .
, product quality refers to a product considered high quality based on consumer criteria.
Rofiq & Hufron .
s cited in Hidayat et al.
, 2.
state that the definition of quality may vary depending on the approach used to define it and its specific requirements.
Product quality is why consumers perceive a product as suitable and capable of meeting their needs, encouraging them to make repeat purchases.
Tjiptono .
s cited in Wulandari, 2.
identifies several indicators of product quality:
Performance relates to the attributes of an item in a basic service or product.
Durability indicates that an item will last longer if used more frequently.
A feature is an enhancement to a product, meaning that an addition or improvement is added to a product to make it more attractive to buyers.
When someone looks at an item, they can indirectly gauge its perceived quality.
Some consumers may be less knowledgeable or even uninformed about the item they are considering purchasing or its quality.
Price According to Fetrizen and Aziz .
s cited in Hidayat et al.
, 2.
, price is one of the most important factors for customers.
Therefore, businesses and organizations must understand how price influences customer perceptions and sentiment.
Each consumer may have a diAerent interpretation of price based on their unique circumstances, the type of goods, and their characteristics.
Fitriasari et al.
define price as the basic cost of a particular product, which can be determined through various business methods.
Price indicators, as stated by Kotler and Gary .
s cited in Agustina, 2.
, include the following:
AAordability is the amount a buyer must pay for a product based on the listed price.
Discount is a price reduction the seller gives as a reward for certain customer purchasing behaviors.
Payment Method refers to how a buyer pays for goods or services according to the applicable Store atmosphere Hilaliyah .
s cited in Maradita & Susilawati, 2.
states, "Store atmosphere is a spatial design that can emotionally influence consumers to make purchases.
" This is supported by recent research (Akbar & Tjahjaningsih, 2.
The store atmosphere is an important component of a shop or cafy, as its design can create a substantial sensory impact.
According to Sitepu .
s cited in Safitri & Rini, 2.
, the indicators of store atmosphere are:
The actual placement and arrangement of stationary goods and equipment, known as layout.
Sound, such as general music, can enhance the shopping experience.
Construction design, which has the power to make owners and guests feel comfortable.
Texture, or the visual component that conveys the feel of the depicted material's surface.
Typically, texture management layouts can provide qualities and impressions that attract visitors.
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: 2776-6349 Purchasing Decision Jefryansyah and Muhajirin .
s cited in Claudya & Komariah, 2.
state, "The action taken by the buyer to fulfill their desires by considering the available goods and services is called a purchasing decision.
" A
purchasing decision is a person's decision to buy or use goods or services that they believe can fulfill their needs and are ready to face the consequences (Rafli & Tjahjaningsih, as cited in Akbar & Tjahjaningsih, 2.
The purchasing decision indicators, according to Jefryansyah and Muhajirin .
s cited in Claudya & Komariah, 2.
, are:
Being sure before making a purchase.
Buying as intended.
Having plans to repurchase the item.
Recommending the product to others.
Framework of Thought Product Quality (X.
Price (X.
Purchase Decision (Y) Atmosphere (X.
Figure 1.
Conceptual Framework Hypothesis Development The Influence of Product Quality on Purchasing Decisions According to Kurniawati and Silitonga .
, products are anything tangible or intangible that customers can provide to satisfy their needs and wants.
The term "ability to provide characteristics that help consumers diAerentiate products" refers to a product's capacity to oAer distinctive features that enable consumers to distinguish it from competing products and make informed purchasing decisions (SchiAman in Rahmawati & Cyasmoro, 2.
According to Nadiya and Wahyuningsih .
, purchasing involves considering alternatives and selecting a product from various available possibilities.
Since past performance and brand reputation are often associated with product quality, developing a respected brand can increase consumer trust.
Research by Rahmawati and Cyasmoro .
shows that product quality positively and significantly influences purchasing decisions.
Furthermore, research by Kurniawati and Silitonga .
indicates that customer purchasing decisions at Fore CoAee Cibubur Junction are positively influenced by product quality.
However, another study revealed that product quality does not significantly influence purchasing decisions (Firdayani & Paludi, 2.
Therefore, the purpose of this study is to determine whether The Author.
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: 2776-6349 product quality has a significant influence on consumer purchasing decisions.
The following hypothesis is H1 : Product quality positively and significantly aAects purchasing decisions at Nuju CoAee Bandar Lampung.
The Influence of Price on Purchasing Decisions Nuju CoAee's pricing approach, which covers various consumer categories with prices ranging from IDR 14,000 for a regular cup to IDR 64,000 for a one-liter coAee, shows a strong understanding of market segmentation in Bandar Lampung.
Marketing methods, including social media engagement and accessibility through digital platforms such as Gojek.
Shopee, and Grab, further strengthen their product pricing placement in customers' minds.
Based on previous research.
Fatihadi et al.
found that competitive prices that reflect the value oAered positively influence consumer purchasing decisions.
However, according to The Secret .
, price does not significantly influence consumer purchasing decisions.
By examining whether price significantly influences purchasing decisions, this study proposes the following hypothesis:
H2 : Price positively and significantly aAects purchasing decisions at Nuju CoAee Bandar Lampung.
The Influence of Store Atmosphere on Purchasing Decisions The store atmosphere is one of the key elements in the coAee shop industry that can influence customer psychology and purchasing behavior.
Nuju CoAee has implemented a holistic atmospheric design concept by oAering a layout accommodating diAerent customer preferences.
Large indoor and outdoor spaces allow customers to choose the experience that best suits their needs, whether for social events, workrelated tasks, or simply taking a break.
The instagrammable elements emphasized in Nuju CoAee's interior and exterior design also align with contemporary consumer trends that emphasize aesthetic and shareable experiences on social media.
As shown in research by Kurniawati and Silitonga .
, the environment strongly and positively impacts consumers' purchasing decisions.
However, data from Lestari et al.
indicates that the environment has little influence on purchasing decisions.
To explore this further, this study proposes the following hypothesis:
H3 : Store atmosphere positively and significantly influences Nuju CoAee Bandar Lampung's purchasing The Influence of Product Quality.
Price, and Store Atmosphere on Purchasing Decisions According to Assauri .
n Nadiya & Wahyuningsih, 2.
, the ability of a product to meet customer goals is an indicator of its quality.
In this context, customers will perceive high-quality products positively and consider them valuable.
Meanwhile, price is a financial consideration and a strategic indicator that influences consumer psychology during purchasing decision-making (Nadiya & Wahyuningsih, 2.
Mendur et al.
state that a complete value proposition for customers can be achieved by combining high product quality, reasonable pricing, and a pleasant store atmosphere.
Previous studies have shown that combining these three factors significantly and positively influences customer purchasing decisions, such as Toko Awesam Kepanjen's case (Saputra et al.
, 2.
However, research by Rizkyani and Anggraeni .
suggests that purchasing decisions at Hokben are not significantly influenced by product quality, price, service quality, marketing, packaging, or store atmosphere.
This study aims to determine whether product quality, price, and store atmosphere significantly influence consumer decisions.
Considering this, the following hypothesis is The Author.
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: 2776-6349 H4 : Product Quality.
Price, and Store atmosphere positively and significantly influence Nuju CoAee Bandar Lampung purchasing decisions.
Research Method This study aims to determine the eAect of product quality, price, and store atmosphere on consumer purchasing decisions at Nuju CoAee Bandar Lampung.
Research Method This research uses a quantitative approach.
According to The Last Supper .
, quantitative methods are systematic research approaches that examine specific populations or samples, collect data using research instruments, and conduct statistical and quantitative analyses to test hypotheses.
Population The term "population" refers to both natural and human cultural elements.
Sugiyono .
states that a population includes all the attributes of the objects or subjects under study, not just the number of individuals or items.
In this study, the population comprises all Nuju CoAee Bandar Lampung customers.
Sample The Last Supper .
explains that a sample is a portion of the population with similar This study uses purposive sampling combined with a non-probability sampling method.
The Last Supper .
notes that in non-probability sampling, not all population members are equally likely to be The purposive sampling technique is based on specific criteria and the researcher's judgment to determine the appropriate sample size (The Last Supper, 2.
The sampling technique used in this research is purposive sampling, where the respondents selected are active Nuju CoAee Bandar Lampung customers who have made at least one purchase within the last three months.
This criterion ensures that respondents have direct experience with the coAee shop's product quality, pricing, and store atmosphere, making the data collected more relevant to the research objectives.
The sampling strategy in this study follows the guideline that the number of samples should be 10 times the number of indicators (Hair et al.
, 2.
Since this study uses 16 indicators, 160 respondents were chosen.
The sampling criteria used are as follows:
Respondents must reside in Bandar Lampung.
Respondents must be at least 17 years old.
Respondents must have made at least one purchase at Nuju CoAee.
Respondents must have visited a Nuju CoAee location and personally assessed the store atmosphere and products oAered.
Data Collection Techniques This study used two types of data: primary data and secondary data.
Primary data were collected through a questionnaire distributed to Nuju CoAee Bandar Lampung customers to obtain direct responses.
The questionnaire included statements related to the research variables: product quality, price, store atmosphere, and purchasing decisions.
Secondary data were obtained from various reference sources, such as news articles and previous publications relevant to the research topic.
These secondary data supported the validity of the findings and provided a more comprehensive description of the research context.
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: 2776-6349 The research instrument used was a Google Form-based survey.
The questionnaire was designed using a 5-point Likert scale, where a score of 1 indicated "Strongly Disagree" and a five indicated "Strongly Agree.
" The data collected from the questionnaire were processed using SPSS software.
The analysis was carried out in several stages, beginning with validity and reliability tests to evaluate the instrument's feasibility, followed by multiple linear regression analysis to determine the influence of the independent variables .
roduct quality, price, and store atmospher.
on the dependent variable .
urchasing decisio.
Descriptive and inferential analyses were also conducted to examine the relationships between the variables.
Measurement Table 2.
Respondent Characteristics Results Number of Respondents Presentation Total Gender Man Woman Age Group 17Ae25 years 26Ae32 years 33Ae39 years 40Ae47 years 48 years and above Total Occupation Student Civil Servant/Police/Military Private Sector/Self-Employed Housewife Other Total Monthly Expenditure < IDR 1,000,000 IDR 1,000,000 Ae 3,000,000 IDR 3,000,000 Ae 5,000,000 > IDR 5,000,000 Total The data analysis results show that most coAee drinkers are women, accounting for 63.
1% of This indicates that coAee is not only popular among men but also among women.
This finding is consistent with Mustika .
, who found that women are the most frequent visitors to coAee shops.
Furthermore, most Nuju CoAee customers in Bandar Lampung are students .
6%), suggesting that the brand is favored by those seeking a comfortable coAee experience at aAordable prices.
The age group with the highest representation is 17Ae25 years .
1%), and most respondents reported monthly spending in the range of IDR 1,000,000 to 3,000,000 .
%).
Based on this, it can be concluded that Nuju CoAee is highly suitable for individuals aged 17 to 25.
The contemporary design and curated music selection contribute to the modern and appealing store atmosphere of Nuju CoAee, aligning with the aesthetic preferences of Generation Z in Bandar Lampung.
Before administering the questionnaire, both validity and reliability tests were conducted using Cronbach's Alpha.
The test results showed that all questionnaire items were validAiindicated by correlation values above The Author.
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Therefore, the questionnaire was deemed appropriate for use as a research instrument.
IV.
Results and Discussion Validity Test According to Ghazali .
, validity testing is a procedure used to assess the accuracy of a research questionnaire in measuring what it is intended to measure.
The criteria for evaluating validity are as follows: if the calculated r-value .
> the critical r-value .
, then the item is considered valid.
and if the calculated r-value .
< the critical r-value .
, then the item is considered invalid.
Variables Product Quality (X.
Price (X.
Store atmosphere (X.
Purchase Decision (Y) Item X1.
X1.
X1.
X1.
X2.
X2.
X2.
X2.
X3.
X3.
X3.
X3.
Table 3.
Validity Test Results R Count R Table Information Valid Table 3 shows that all calculated r-values exceed the critical r-value of 0.
Therefore, it can be concluded that all questionnaire items are valid.
Reliability Test According toGhazali, .
Reliability test is a metric that shows how trustworthy or reliable a measuring instrument is.
Therefore, a reliability test can ascertain the consistency of a measuring instrument and whether it maintains its consistency when repeated measurements are made.
Variables Product Quality (X.
Price (X.
Store atmosphere (X.
Purchase Decision (Y) Table 4.
Reliability Test Results Cronbach Alpha Criteria Information Reliable The Author.
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: 2776-6349 Based on the research findings, each variable has a Cronbach's Alpha value higher than 0.
We can conclude that these findings are reliable and can represent a thorough examination of all the data used in the Multiple Linear Regression Test This study employs multiple linear regression as a data analysis technique.
According to Ghozali .
, multiple linear regression analysis is a statistical method used to evaluate the relationship between one dependent variable and two or more independent variables.
The multiple linear regression equation adopted from The Last Supper .
is as follows:
ycUycU = ycayca ycayca1 ycUycU1 ycayca2 ycUycU2 ycayca3 ycUycU3 yuAyuA Where Y is the purchase decision, a is the constant, bCA, bCC, and bCE are the regression coeEcients for the independent variables Product Quality (XCA).
Price (XCC), and Store atmosphere (XCE), respectively, and A represents the standard error.
Table 5.
Multiple Linear Regression Analysis Test Results CoeEcientsa Standardized Unstandardized CoeEcients CoeEcients Model Std.
Error Beta (Constan.
Product Quality (X.
1 Price (X.
Store (X.
Dependent Variable: Purchase Decision (Y) Sig.
Table 5 presents the results of the multiple linear regression analysis, which produces the following ycUycU = 0.
490ycUycU1 0.
282ycUycU2 0.
161ycUycU3 yuAyuA The constant value of 0.
971 implies that when the values of Product Quality (XCA).
Price (XCC), and Store atmosphere (XCE) are zero, the Purchase Decision (Y) is 0.
The positive regression coeEcient of 0.
490 for Product Quality (XCA) indicates that for every one-unit increase in XCA, the Purchase Decision (Y) increases by Similarly, the Price variable (XCC) has a positive coeEcient of 0.
282, meaning that a one-unit increase in XCC leads to a 0.
282 increase in Y.
The Store atmosphere variable (XCE) also has a positive coeEcient of 0.
showing that each one-unit increase in XCE results in a 0.
161 increase in the Purchase Decision (Y).
Based on these results.
Product Quality (XCA) has the most decisive influence on purchasing decisions, as reflected by its highest coeEcient value of 0.
4 compared to the other variables.
This suggests that Nuju CoAee consumers prioritize product quality when making purchasing decisions.
CoeEcient of Determination Test (RA) The coeEcient of determination measures the extent to which a model explains the variability of the dependent variable through the independent variables (Ghozali, 2.
A low RA value indicates that the model's ability to explain the dependent variable is limited.
In contrast, a value close to one indicates that the independent variables provide the information needed to predict the dependent variable.
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Results of the Determination CoeEcient Analysis Test (RA) Std.
Error of the Model R Square Adjusted R Square Estimate Predictors: (Constan.
XCE.
XCC.
XCA The adjusted R-squared value is 0.
639 or 63.
9% based on the table.
This indicates that 63.
9% of the variation in the Purchase Decision (Y) can be explained by the independent variables: Product Quality (XCA).
Price (XCC), and Store atmosphere (XCE).
The remaining 36.
1% is influenced by other factors not examined in this These other influencing factors may include service quality, brand image, strategic location, and various external variables.
Hypothesis Testing Partial Test (T-Tes.
According to Ghozali .
, the t-test can measure how much each independent variable proportionally influences the dependent variable.
Researchers can evaluate the significance of the eAect of several independent variables on the dependent variable using the t-test.
If the significance value of the t-test is less than 0.
05, it can be concluded that there is a significant relationship between the independent and dependent variables.
Model Table 7.
Partial Test Results (T-Tes.
CoeEcientsa Standardized Unstandardized CoeEcients CoeEcients Std.
Error Beta (Constan.
Product Quality (X.
1 Price (X.
Store (X.
Dependent Variable: Purchase Decision (Y) Sig.
The t-test was used to determine the level of influence of each independent variable (X) on the dependent variable (Y).
To test hypothesis H1, the variable X1 (Product Qualit.
had a significance value (Sig.
001 < 0.
05 and a t-value of 6.
441 > t-table value of 2.
These results indicate that product quality positively, significantly, and beneficially influences consumer purchasing decisions.
For hypothesis H2, the variable X2 (Pric.
had a t-value of 4.
496 > 2.
266 and a significance value of 0.
001 < 0.
This suggests that price has a significant and positive influence on purchase decisions.
Furthermore, for hypothesis H3, the variable X3 (Store atmospher.
had a t-value of 2.
358 > 2.
266 and a significance value of 0.
020 < 0.
Therefore, the results indicate that the store atmosphere also significantly and positively impacts purchasing Simultaneous Test (F-Tes.
According to Ghozali .
, the F-test determines whether all independent variables in the model collectively influence the dependent variable.
This test evaluates the simultaneous eAect of all independent variables on the dependent variable.
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Simultaneous Test Results (F Tes.
ANOVA Sum of Squares Model Regression Residual Total Mean Square Sig Based on Table 8, the F-value is 94.
699 > F-table value of 1.
97, with a significance value of 0.
Price, product quality, and store atmosphere significantly influence purchasing decisions.
In conclusion, this study employs a quantitative approach, using primary data collected through questionnaires distributed to 160 Nuju CoAee customers in Bandar Lampung.
The data were analyzed using multiple linear regression with the help of SPSS software to test the eAect of product quality, price, and store atmosphere on purchasing Discussion The Influence of Product Quality (X.
on Purchasing Decisions (Y) at Nuju CoAee Bandar Lampung The calculated T value of 6.
441 > T count on the product quality variable produces a T table value of 266 and a coeEcient of 0.
490, with a significance value of 0.
001 <0.
05, based on the data studied in the hypothesis test.
The assessment of what to buy is significantly influenced by product quality.
Buyers will have more choices as product quality increases because of the unidirectional relationship.
The results of this study support Busyra's research .
, which shows that product quality significantly and positively influences the choice to buy.
Based on the questionnaire questions on the Product Quality variable, packaging design greatly influences consumer decisions to buy Nuju CoAee Bandar Lampung.
Previous research by Augustina Ishak et .
showed that consumers with lower middle incomes tend to pay more attention to product design, which supports this conclusion.
This shows that product quality is a crucial factor when consumers make Consumers are ultimately willing to pay more for high-quality products because they believe they provide better value.
The Influence of Price (X.
on Purchasing Decisions (Y) at Nuju CoAee Bandar Lampung With a significance value of 0.
001 <0.
05 and a coeEcient of 0.
282, the T value obtained from the data studied in the hypothesis test, especially the T test on the Price variable, is 4.
496> T table 2.
The assessment of what to buy is significantly influenced by price.
People will make more purchases if the price is set fairly because the two criteria have a strong and unidirectional relationship.
Previous research at Fore CoAee (Erianto, 2.
supports the study's findings by showing that price significantly influences consumer buying decisions.
Most of the study participants were students who spent an average of between one and three million.
This shows that aAordability plays an important role in the decisions made by customers with this income level.
Previous research has shown that customers with lower middle-class incomes are often more price sensitive, strengthening this study (Yesi, 2.
Before buying something, they will consider the price carefully.
The Influence of Store Atmosphere (X.
on Purchasing Decisions (Y) at Nuju CoAee Bandar Lampung The data analyzed in the hypothesis test, especially the t-test on the atmospheric variable, is supported by the calculated t results of 2.
358> t table 2.
266, a significance value of 0.
020 <0.
05, and a coeEcient of 0.
A relatively large unidirectional relationship between the two components indicates that The Author.
This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4.
0 license.
Page | 77
GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS
VOLUME 6.
ISSUE.
Website: https://goldenratio.
id/index.
php/grmapb/index ISSN [Onlin.
: 2776-6349 the environment significantly influences purchasing decisions.
This means purchasing decisions will increase if the environment is attractive and comfortable.
The results of this study are consistent with previous research conducted by The Last Supper .
at ON Zambo CoAee Jombang, which found that environmental factors significantly influence factors related to purchasing decisions.
Based on the ambient variable components of the questionnaire, the layout of Nuju CoAee Bandar Lampung has the most significant influence on customer purchasing decisions.
Most participants were between 17 and 25 years old, which supports this.
This suggests that a friendly and attractive store atmosphere is essential to clients' decision-making process in this age Previous research by Bujung et al.
supports these results by showing that young people often like cafes that have an Instagrammable store atmosphere and are suitable for hanging out with friends.
The Influence of Product Quality (X.
Price (X.
, and Store Atmosphere (X.
on Purchasing Decisions (Y) at Nuju CoAee Bandar Lampung The F test was used to evaluate the Product Quality.
Price, and Store atmosphere data, resulting in an F value set at 94.
699> T table 1.
97 with a significance value of 0.
001> 0.
Price, store atmosphere, and product quality can positively and substantially impact purchasing decisions.
Previous research by Winarsih and Mandey .
supports the conclusions of this study by showing that price, store atmosphere, and product quality all significantly impact purchasing decisions simultaneously.
High-quality products, aAordable costs, and a comfortable store atmosphere provide significant value to clients and ultimately attract them to purchase.
Conclusion The data analysis results show that Bandar Lampung consumers' decision to buy Kopi Nuju is significantly influenced by price, store atmosphere, and product quality.
The Product Quality variable strongly and positively influences consumer buying of Kopi Nuju in Bandar Lampung.
Increasing product quality increases the likelihood of consumers buying Kopi Nuju.
Consumers in Bandar Lampung are highly influenced by price when deciding to buy Kopi Nuju.
Thus, the results of this study indicate that product quality, price, and store atmosphere influence consumer purchasing decisions at Nuju CoAee Bandar Lampung.
Theoretically, these findings support the consumer behavior concept that emphasizes the importance of value and experience in the decision-making process.
From a practical perspective, the results of this study can be used as a reference for business actors in designing more targeted marketing strategies.
Further research is recommended to examine similar variables in diAerent contexts, such as digital platforms or other consumer segments, to broaden the scope of understanding consumer purchasing behavior.
This study contributes to the development of literature in the field of consumer behavior by strengthening the evidence that product quality, price, and store atmosphere play an important role in influencing purchasing decisions, especially in the local coAee shop industry.
The findings of this study can be used as a basis for designing more eAective marketing strategies for coAee shops.
Business actors can improve product quality through menu and presentation innovation, set prices by market segments, and create a comfortable cafe store atmosphere that aligns with young consumer trends.
By optimizing these three aspects, coAee shops have a greater chance of attracting and retaining customers.
References