Author

Andi Yusniar Mendo

Subject

- Ekonomi

Abstract

The study was conducted to analyze and determine the effect of the Store Atmosphere on purchasing decisions and customer satisfaction. The sample in this study is the customer of Wong Solo restaurant, Gorontalo City branch. The results showed that (1) Store atmosphere directly had a positive and significant effect on purchasing decisions; (2) Store Atmosphere directly has a positive but not significant effect on customer satisfaction; (3) The purchase decision directly has a positive and significant effect on customer satisfaction; (4) Store Atmosphere indirectly (through purchasing decisions) has a positive and significant effect on customer satisfaction.

Publisher

Russian Journal of Agricultural and Socio-Economic Sciences (RJOAS)

Contributor

Dr. Andi Yusniar Mendo, S.E., M.M

Publish

2020

Material Type

ARTIKEL

Right

RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences ISSN 2226-1184 (Online), ISSUE 7(103), July 2020, Crossref DOI: 10.18551/rjoas.2020-07.06