ROLE OF PURCHASE DECISION AS A MEDIATION THAT INFLUENCES ATMOSPHERE STORE ON CUSTOMER SATISFACTION

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 sig...

Full description

Bibliographic Details
Published in:Russian Journal of Agricultural and Socio-Economic Sciences
Main Authors: Niode I.Y., Mendo Y., Rauf F.R.
Format: Article
Language:English
Published: iVolga Press 2020-07-01
Subjects:
store atmosphere
purchasing
decision
satisfaction
Online Access:https://rjoas.com/issue-2020-07/article_06.pdf
Description
Summary: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.
ISSN:2226-1184

Similar Items