PENGARUH HARGA, ATMOSFER TOKO, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA YOTTA MILK DI KOTA MAKASSAR

Suchaelah Suwardin. 2022. The Impact of Price, Store Atmosphere, and Service Quality on Purchasing Decisions at Yotta Milk in Makassar City, supervised by Mariah
and Yuswari Nur.
This study aims to determine (1) the impact of price, store atmosphere, and service quality on purchasing decisions at Yotta Milk in Makassar City partially (2) the impact
of price, store atmosphere, and service quality on purchasing decisions at Yotta Milk in Makassar City simultaneously (3) the most dominant variables affect Yotta's consumer purchasing decisions in Makassar City.
This study uses quantitative data and multiple linear regression analysis methods, so that the research data is obtained from questionnaires distributed by online to Yotta
consumers in Makassar with a total sample size of 71 respondents.
Based on the results of the study using the T test and F test, it concludes that (1) price variable and store atmosphere have no effect partially but service quality have
effect partially on the purchase decisions (2) price variable, store atmosphere, and service quality have effect simultaneously on the purchase decision (3) service quality
is the most dominant variable affects purchasing decisions.