ANALISIS CUSTOMER EXPERIENCE, ATMOSPHERE LOKASI DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA DIRA CAFE & POOL PONTANG AMBULU

Abstract

ABSTRACT
This study aims to test and analyze Customer Experience, Location Atmosphere, and Brand Image
on Purchase Decisions at Dira Cafe and Pool Pontang Ambulu. This type of research uses
quantitative. Types and sources of data include primary data and secondary data. The population
in this study is the consumers of Dira Cafe and Pool Pontang Ambulu. The sample used was 112
respondents obtained from 14 indicators multiplied by 8, with a non-probability sampling
technique. Measurement of research instruments using a Likert scale. The analytical tool in this
study uses multiple linear regression analysis which is supported by instrument testing, classical
assumption test, and hypothesis testing. The results of this study prove that Customer Experience,
Location Atmosphere, and Brand Image have an effect on Purchase Decisions as the dependent
variable at Dira Cafe and Pool Pontang Ambulu. The more pleasant experiences from consumers,
the greater the purchase decision. The results of this study indicate that the increasing atmosphere
of a comfortable, natural, and strategic location will increase purchasing decisions. The results of
this study also state that the purchasing decisions of customers who visit Dira Cafe and Pool
Pontang Ambulu can be improved by paying attention to factors related to customer experience
variables, location atmosphere, and brand image contained in Dira Cafe and Pool Pontang
Ambulu.
Keywords: Customer experience, location atmosphere, brand image, purchase decision