Analisis Pengaruh Bukti Fisik (Phsyical Evidence) Terhadap Keputusan Pembelian Di Cafe Talacia (Studi Kasus Masyarakat Kecamatan Bengkalis)

This study aims to analyze the influence of Physical Evidence on consumers' Purchase Decisions at Cafe Talacia Bengkalis. The research employed a quantitative method with an associative research approach. Data were collected by distributing questionnaires to 100 respondents who were residents of Bengkalis and had previously made purchases at Cafe Talacia. The sampling technique used was purposive sampling, with the criteria that respondents were at least 17 years old and had visited as well as made purchases at Cafe Talacia. Data were analyzed using simple linear regression analysis with the assistance of IBM SPSS Statistics to examine the effect of the Physical Evidence (X) variable on Purchase Decision (Y). The results of the study indicate that Physical Evidence has a positive and significant effect on consumers' Purchase Decisions at Cafe Talacia Bengkalis. This finding is supported by the t-test, which shows that the calculated t-value is greater than the t-table value and the significance value is less than 0.05, indicating that the research hypothesis is accepted. Furthermore, the coefficient of determination (R²) shows that Physical Evidence contributes 59.5% to Purchase Decisions, while the remaining 40.5% is influenced by other variables not examined in this study. These findings indicate that the better the physical evidence provided, such as a comfortable environment, an attractive layout, and adequate supporting facilities, the higher the consumers' tendency to make purchase decisions. The aspects of physical evidence most highly considered by consumers are a comfortable environment and the café's layout, while for the purchase decision variable, consumers demonstrate a high level of confidence in choosing Cafe Talacia as a place to make purchases and revisit.