PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN PADA RUMAH MAKAN LA TORATIMA DI KOTA PALU

This study aims to determine the effect of store atmosphere on purchasing decisions at La Toratima Restaurant in Palu city. In this study, a sample of 75 respondents was taken. The purposive sampling was. The data was collected by distributing questionnaires directly at the location of the La Toratima restaurant. The method of data analysis was carried out by using the Multiple Linear Regression method. The results of this study show that simultaneously the Store Atmosphere variables consisting of Exterior (X1), General Interior (X2), Store Layout (X3) and Interior Display (X4) have a significant effect on purchasing decisions at La Toratima restaurant in Palu city. Partially, the Exterior variable (X1) has a significant effect on purchasing decisions at the La Toratima restaurant in the city of Palu. Partially, the General Interior variable (X2) has a significant effect on purchasing decisions at the La Toratima restaurant in the city of Palu. Partially, the Store Layout (X3) variable has a significant effect on purchasing decisions at the La Toratima restaurant in the city of Palu. Partially, the Interior Display variable (X4) has a significant effect on purchasing decisions at the La Toratima restaurant in the city of Palu.