The Effects of Brand Association, Perceived Quality and Store Atmosphere Toward Purchase Decision (Case: Richeese Factory in Padang)

Inneke, Novesy Dwihutami (2020) The Effects of Brand Association, Perceived Quality and Store Atmosphere Toward Purchase Decision (Case: Richeese Factory in Padang). Diploma thesis, Universitas Andalas.

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Abstract

The research is aimed to investigate the effects of brand association, perceived quality and store atmosphere toward purchase decision in Richeese Factory Padang. The populations in this research are the people of Padang who had bought and eaten directly at Richeese Factory. Total sample of this research is 180 respondents and distributed through the questionnaire. The sampling technique of this research is non-probability sampling with purposive sampling method. The data was processed by using SPSS 16.0 version and Ms.Excel. The result of this research is showed that brand association, perceived quality and store atmosphere has significant influence on purchase decision. Keyword: Brand Association, Perceived Quality, Store Atmosphere, Purchase Decision

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