THE IMPACT OF SERVICESCAPE ON PURCHASE DECISION
Rizki Akmal Fadhil (1*), Heny Hendrayati (2), Ratih Hurriyati (3)

1) Universitas Pendidikan Indonesia
2) Universitas Pendidikan Indonesia
3) Universitas Pendidikan Indonesia
4) Universitas Pendidikan Indonesia
*Corresponding author. Email: rizkiakmalf[at]gmail.com

Abstract

With increasingly dynamic consumer behavior due to technological developments coupled with the increasingly fierce competition in the foto box service industry, this study aims to analyze the effect of the foto box servicescape on purchase decisions at Fotohokkie The Hallway, Bandung City. The research data was obtained by distributing questionnaires to Fotohokkie users online using Google Forms. Determination of the sample based on the theoretical criteria suggested obtaining a sample of 100 respondents. The results of the reliability validity test, the normality test, and the linearity test support continuing this research. Data processing uses the SPSS application using a simple linear regression analysis technique. The results of this study state that Servicescape has a significant influence on the Purchase Decision of Fotohokkie The Hallway service users in Bandung City. This is because of the different advantages in terms of photo layout and environmental comfort.

Keywords: Servicescape- Purchase Decision- Foto box

Topic: Marketing Management, Relationship Marketing, Service Marketing