Analisis Pengaruh Store Atmosphere terhadap Purchase Decision dengan Customer Attitude dan Percieved Value sebagai Variabel Mediasi

Authors

  • Intan Angelie Sianturi Universitas Siliwangi

DOI:

https://doi.org/10.31004/innovative.v5i1.17067

Abstract

This study aims to analyze the influence of store atmosphere on purchase decisions with customer attitude and perceived value as mediating variables in the context of KFC fast-food restaurants. Using a quantitative approach and structural equation modeling (SEM) analysis, the study reveals that store atmosphere has a significant positive effect on purchase decisions. The findings also indicate that customer attitude and perceived value play a crucial role in mediating this relationship. A comfortable and appealing store atmosphere enhances customers' positive attitudes toward the brand store atmospheres, thereby strengthening the relationship between customers and the brand.

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Published

2025-01-30

How to Cite

Sianturi, I. A. (2025). Analisis Pengaruh Store Atmosphere terhadap Purchase Decision dengan Customer Attitude dan Percieved Value sebagai Variabel Mediasi. Innovative: Journal Of Social Science Research, 5(1), 3198–3207. https://doi.org/10.31004/innovative.v5i1.17067