PENGARUH STORE ATMOSPHERE, PHYSICAL EVIDENCE, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DI RINDU ALAM COFFEE, NGEBEL PONOROGO

Cafe owners must have a strategy in order to attract consumers, because currently they are competing with other cafes. This causes every entrepreneur who has a similar business to think about how to or strategy in order to win the target market by creating new innovations. This study uses a quantitative approach, namely data that can be calculated in the form of numbers. Research with this quantitative method is intended to determine the effect of Store Atmosphere, Physical Evidence and Brand Image on Purchasing Decisions at Rindu Alam Coffee. Based on the results of the discussion in accordance with the data managed with the multiple linear regression analysis model, it is concluded that; Based on the results of the independent variable t test Store Atmosphere there is an influence of Store Atmosphere on Purchasing Decisions. For the Physical Evidence variable, the results found that there was no effect of Physical Evidence on Purchasing Decisions. While the brand Image variable affects Brand Image on Purchasing Decisions. Meanwhile, based on the results of the F test on the dependent variable, it was found that there was an influence of Store Atmosphere, Physical Evidence and Brand Image together / simultaneously on Purchasing Decisions.

Key Word: Store Atmosphere, Physical Evidence, Brand Image, Purchasing Decisions