Academia Open
Vol 8 No 1 (2023): June
Business and Economics

Store Atmosphere's Impact on Noodle Consumers' Purchasing Decisions
Pengaruh Suasana Toko terhadap Keputusan Pembelian: Wawasan dari Konsumen Mie


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  • Rini Ayu Agustin,
  • Dewi Komala Sari*
Rini Ayu Agustin
Universitas Muhammadiyah Sidoarjo, Indonesia
Dewi Komala Sari
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/acopen.8.2023.4115
Published June 26, 2023
Keywords
  • Store Atmosphere,
  • Purchasing decisions,
  • Noodle consumers,
  • Influence,
  • Insights
How to Cite
Agustin, R. A., & Sari, D. K. (2023). Store Atmosphere’s Impact on Noodle Consumers’ Purchasing Decisions. Academia Open, 8(1), 10.21070/acopen.8.2023.4115. https://doi.org/10.21070/acopen.8.2023.4115

Copyright (c) 2023 Rini Ayu Agustin, Dewi Komala Sari

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This research aims to examine the impact of store atmosphere, food quality, and service quality on purchasing decisions within the context of the Noodle Kingdom in Sidoarjo. Employing a quantitative approach, data were collected from 100 customers who had purchased products from the Noodle Kingdom. The analysis employed multiple linear regression using the SPSS version 25 software. The findings of this study demonstrate that store atmosphere significantly influences perceived quality and subsequently affects purchasing decisions. These results shed light on the importance of creating a favorable store atmosphere to enhance consumer perception and drive positive purchasing behaviors. The implications of this study offer valuable insights for practitioners seeking to optimize store environments and boost customer satisfaction and loyalty within the global noodle industry.

Highlights:

  • Store atmosphere significantly impacts purchasing decisions.
  • Noodle consumers' perceptions of store atmosphere influence their purchasing behavior.
  • Understanding the influence of store atmosphere can help optimize marketing strategies.

Keywords: Store atmosphere, Purchasing decisions, Noodle consumers, Influence, Insights.

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