THE INFLUENCE OF STORE ATMOSPHERE AND SERVICE QUALITY ON PRODUCT PURCHASE DECISIONS (CASE STUDY OF JANJI JIWA JILID 799)

Along with times and changes style life Indonesian people who like and consume coffee, coffee shops have also started to mushroomed Coffee isn't Again reliever sleepy, but already become part from style life Indonesian society. Cafe so far This is most popular place for Indonesians. In face competition commercial in the catering industry, which is a must done is give quality good service and provide a number of interesting things, for one is shop atmosphere. Giving information about quality product role important in taking decision purchases by consumers. When consumers were in the store, increasingly good quality service and more pleasant services provided to consumer, then will the stronger desire for buy, so decision purchase will made. Study This aim for now influence: (1) Store atmosphere and quality service to decision purchases at Janji Jiwa Jilid 799; (2) The atmosphere of the store against decision purchases at Janji Jiwa Jilid 799; and (3) Quality service to decision purchase at Janji Jiwa Jilid 799. Method research used is study quantitative with approach descriptive. Test results hypothesis show that store atmosphere and quality service in a manner simultaneous and partial influential to decision purchase product. Something company must can identify the right strategy that will possibly company for hold on and on develop as well as innovate product follow development of the times.