Pengaruh Store Atmosphere, Sales Promotion, dan Gaya Hidup terhadap Minat Beli pada Konsumen Sudo Brew Galaxy Bekasi

Aminudin, Riftavia Denia (2026) Pengaruh Store Atmosphere, Sales Promotion, dan Gaya Hidup terhadap Minat Beli pada Konsumen Sudo Brew Galaxy Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the influence of store atmosphere, sales promotion, and lifestyle on purchase intention among consumers of Sudo Brew Galaxy Bekasi. This research employed a quantitative method with a population of 2,500 Sudo Brew Galaxy Bekasi consumers per month. The sample consisted of 97 respondents, determined using the Slovin formula and selected through a accidental sampling technique. Data were collected through questionnaires and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-tests), simultaneous test (F-test), and the coefficient of determination (R²) using SPSS version 27. The results showed that store atmosphere had a positive and significant effect on purchase intention, with a regression coefficient of 0.467, a t-value of 5.060, and a significance value of 0.000. Sales promotion also had a positive and significant effect on purchase intention, with a regression coefficient of 0.240, a t-value of 3.394, and a significance value of 0.001. Lifestyle had a positive and significant effect on purchase intention, with a regression coefficient of 0.564, a t-value of 5.293, and a significance value of 0.000. Based on the Standardized Coefficients (Beta) value of 0.421, lifestyle was identified as the most dominant variable influencing purchase intention. Simultaneously, store atmosphere, sales promotion, and lifestyle had a positive and significant effect on purchase intention, with an F-value of 148.769 and a significance value of 0.000. The coefficient of determination (R²) of 0.822 indicates that these three variables explain 82.2% of the variance in purchase intention, while the remaining 17.8% is explained by other variables not included in this study.

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