PENGARUH STORE ATMOSPHERE TERHADAP CUSTOMER EMOTIONS DAN KEPUTUSAN PEMBELIAN DI HABITAT COFFEE MEDAN

The purpose of this study is to explore and test the influence Store Atmosphere toward Customer Emotions and Purchasing Decisions at Habitat Coffee Medan. Population in this study is the average number of visitors for one month at Habitat Coffee Medan, which is 1700 people. The size of samples determined 313 people. Data collection techniques used are library studies, observation, documentation studies, interviews, and questionnaires. The data analysis technique used is to test the outer model, test the inner model, and test hypothesis using SmartPLS 3.0. Previously the data had been tested using validity tests and reliability testing using SPSS 23.
From the results of the validity obtained, rcount > rtable for each question item and the questionnaire reliability obtained by cronbach alpha, each variable is 0.774 for the variable X1, 0.772 for the variable X2, and 0.759 for the variable X3. This value is higher than the significant level rtable, which is 0.312.
Data analysis of each variable, obtained R2 of 0.451, which means the variable X1 explains the effect on the variable X3 through the variable X2 of 45.1% while the remaining 54.9% is explained by variables outside the research. From the results of calculations using SmartPLS shows that store atmosphere has a positive and significant effect on customer emotions, store atmosphere has a positive and significant effect on purchasing decisions, customer emotions have a positive and significant effect on purchasing decisions, and Store atmosphere has a positive and significant influence on purchasing decisions through customer emotions. The value of t is higher than the specified t value of 1.960.