Open AccessPengaruh event marketing dan atmosfer kafe terhadap keputusan pembelian pada Runonks Karawang
Author(s) -
Maulidina Amalia
Publication year - 2020
Publication title -
jurnal kajian manajemen bisnis
Language(s) - English
Resource type - Journals
eISSN - 2622-0865
pISSN - 2302-6359
DOI - 10.24036/jkmb.10890700
Subject(s) - atmosphere (unit) , event (particle physics) , sample (material) , marketing , business , advertising , business administration , physics , meteorology , quantum mechanics , thermodynamics
This study aims to examine and to analyze the influence of Event Marketing and Cafe Atmosphere on the Purchase Decision on Runonks Karawang. The sample in this study is 390 respondents. The result of this study, there is a positive and very strong correlation between Event Marketing and Cafe Atmosphere. There is a partial influence of Event Marketing on the Purchase Decision significantly by 53,6%. There is a partial influence of Cafe Atmosphere on the Purchase Decision significantly by 44,5%. Then there is a simultaneous influence of Event Marketing and Cafe Atmosphere on Purchase Decision on Runonks Karawang by 98,1%. While the rest of 1,9% is the influence of other variables not examined.