JEFMS Journal

ABSTRACT:

The high level of consumption of Indonesian people regarding coffee consumption makes coffee shops spread throughout the region. Various coffee shops make business people need to choose the right way to deal with the competitiveness of their business. Sehari Sekopi is one of the famous coffee shops in Sidoarjo, particularly in the Kavling DPR Sidoarjo area. This research aims to analyze the effect of price, store atmosphere, and brand image on purchasing decisions for Sehari Sekopi products. The number of samples in this research was 100 people who were determined using the accidental sampling technique. The analytical method used by SEM-PLS Analysis. The result of the research indicates that price, store atmosphere, and brand image variables have a positive and significant effect on purchasing decisions for Sehari Sekopi products.

KEYWORDS:

price, store atmosphere, brand image, purchasing decision.

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