The Impact of Store Atmosphere and Customer Experience on Consumer Purchasing Decisions of KFC Wahidin Gresik

Abstract

Competition in foreign franchise businesses in Indonesia is getting tighter, especially in fast food products. This study aims to determine the influence of Store Atmosphere and Customer Experience on the purchasing decisions of KFC Wahidin Gresik consumers. This research is a quantitative research type. The sample used amounted to 120 respondents with the criteria of respondents at least 17 years old and had purchased food or beverage products at KFC Wahidin Gresik. Data collection was carried out using questionnaires with google form media. Data collection using purposive sampling techniques and analyzed using SmartPLS analysis tools. The results of data analysis show that Customer Experience influences consumer purchasing decisions while Store Atmosphere does not influence consumer purchasing decisions.