|dc.description.abstract||This paper was prepared by Lindi Utami Marquerette NPM 0210U267 entitled “Store Atmosphere and Service Quality in Determining Purchase Decision of Consumer Warung Misbar Bandung Majors of Managment S1 Faculty of Bussiness and Management, Widyatama University Bandung. Under the guidance of Mr. Tezza Adriansyah Anwar , SIP , MM
The objective of this study is intended to determine how the store atmosphere and the service quality affect consumer purchasing decisions at Warung Misbar in Bandung. Store atmosphere which was created by Warung Misbar had been interesting in the public of Bandung. In addition, the service quality was given by Warung Misbar can be said had good quality. However, this is another impact toward consumer purchasing decisions Warung Misbar that consumers became reluctant or hesitant to came.
The method used in this study is the descriptive verification method. The subject of this research were 115 consumers. It was taken used judgement sampling technique . Meanwhile , the collection of data were done through interviews , questionnaires , and direct observation to obtain primary data . Path analysis was used in this study to analyze the data statistically.
This unique concept which was favored by Warung Misbar made a positive impression. The consumer viewed that the work of the waiters always being friendly, responsive and warm. It can make the image of warung Misbar became good. Both of these encourage consumers to make purchases at the Warung Misbar . Of the both, the store atmosphere has a greater influence on purchase decisions than the service quality .
Warung Misbar had provide many facilities to make the consumers became satisfaction. Provide a parking facilities , the presence of special discounts for members , the improvement of service personnel in serving consumer complaints swiftly , the addition of variations of film and the improvements of big movie screen , providing mosque facilities that are expanded and the product innovation of Warung Misbar by adding new menu was varied can attract consumer’s interest in determining purchase decisions .
Further research can be done by looking at the variable of corporate image, promotion , pricing process , and customer loyalty at Warung Misbar in Bandung.||en_US