Exploring the Customer Decision Journey: a Study at Chatime Living Plaza Purwokerto

Fiqri Hidayad; Totok Haryanto; Tri Septin Muji  Rahayu; Meydy Fauziridwan

doi:10.55927/eajmr.v4i2.19

Authors

Fiqri Hidayad Universitas Muhammadiyah Purwokerto
Totok Haryanto Universitas Muhammadiyah Purwokerto
Tri Septin Muji Rahayu Universitas Muhammadiyah Purwokerto
Meydy Fauziridwan Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/eajmr.v4i2.19

Keywords:

Brand Image, Brand Awareness, Store Atmosphere, Location, Purchase Decision

Abstract

The purpose of this study was to identify the influence of brand image, brand awareness, store atmosphere and location on purchasing decisions at Chatime Living Plaza Purwokerto. The population studied was Chatime customers in Purwokerto. This type of research is quantitative research using the smart PLS 4.0 analysis tool. This study used a total of 124 samples using the methodpurposive sampling. The results of the study indicate that partially the variables brand image, brand awareness and store atmosphere have a positive and significant effect on purchasing decisions, while partially the location variable does not have a significant effect on purchasing decisions.

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