The Influence Of Store Atmosphere, Product Quality, And Lifestyle on Consumers' Purchase Decisions at Loske Coffee Keprabon Surakarta
DOI:
https://doi.org/10.54065/jss.6.4.2026.1883Keywords:
Store atmosphere, Product Quality, Lifestyle, Purchasing DecisionAbstract
The urgency of this research lies in identifying how store atmosphere, product quality, and lifestyle influence consumers’ purchase decisions, enabling Loske Coffee Keprabon Surakarta to better understand consumer behavior and strengthen its competitiveness. This study aims to analyze the influence of store atmosphere, product quality, and lifestyle on consumers' purchasing decisions at Loske Coffee Keprabon Surakarta. This research employed a quantitative research method with a survey approach. The population consisted of all consumers of Loske Coffee Keprabon Surakarta, while the sample was selected using a purposive sampling technique involving 125 respondents. Data were collected through questionnaires using a Likert scale. The data were analyzed using instrument testing (validity and reliability tests), classical assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination (Adjusted R²) with the assistance of IBM SPSS software. The results indicate that store atmosphere has no significant effect on purchasing decisions, with a significance value of 0.543 > 0.05. Product quality also has no significant effect on purchasing decisions, with a significance value of 0.596 > 0.05. Meanwhile, lifestyle has a positive and significant effect on purchasing decisions, with a significance value of 0.000 < 0.05. Simultaneously, store atmosphere, product quality, and lifestyle have a significant effect on purchasing decisions, as evidenced by the F-test result with a significance value of 0.000 < 0.05 and an F-value of 20.374. The Adjusted R Square value of 0.319 indicates that the independent variables explain 31.9% of the variation in purchasing decisions, while the remaining 68.1% is explained by other variables not included in this study.
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