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Analysis Of The Influence Of Store Atmosphere, Celebrity Endorsers And Pricing On Purchase Decisions Of American Fast Food Customers In Indonesia

  • Suparman1*
  • Zunan Setiawan2
  • Salamatun Asakdiyah3
  • Sarwo Eddy Wibowo4
  • Eva Yuniarti Utami5
1,2,3 Universitas Ahmad Dahlan image/svg+xml
4 Politeknik Negeri Samarinda image/svg+xml
5 Sebelas Maret University image/svg+xml
* Corresponding Author: Suparman

Abstract

The dependent variable in this study is purchase decisions (Y), while the independent factors are celebrity endorser (X1), store environment (X2), and pricing (X3). Multiple linear regression analysis is the technique utilized for analysis. The sample for this study consisted of 60 participants who were chosen at random among customers. According to the study's findings, pricing, shop ambiance, and celebrity endorsers all have an impact on consumers' purchase decisions at the same time. The study's findings also indicate that the influence of pricing, shop ambiance, and celebrity endorsers on purchase decisions is only marginally significant. According to the coefficient of determination, the independent variables (celebrity endorser, shop ambiance, and price) had a 36.6% effect on the dependent variable (buy decision). 63.4%, meanwhile, is affected by other factors and is left out of this regression study.

How to Cite

Citation Format
Suparman, Zunan Setiawan, Salamatun Asakdiyah, Sarwo Eddy Wibowo, & Eva Yuniarti Utami. (2023). Analysis Of The Influence Of Store Atmosphere, Celebrity Endorsers And Pricing On Purchase Decisions Of American Fast Food Customers In Indonesia. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(6), 2591-2597. https://doi.org/10.35870/jemsi.v9i6.1682

References

11 References
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License

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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