Pengaruh Harga, Kualitas Produk dan Atmosphere Terhadap Keputusan Pembelian di ROESTAM SK Dau (Studi kasus paada konsumen Roestam SK Dau)

Abstract

Abstract

This study aims to determine the extent to which price, product quality, and store atmosphere influence purchasing decisions at ROESTAM SK Dau, Malang. This study uses a quantitative approach with a survey method by distributing questionnaires to 80 respondents selected using the Accidental Sampling technique. The collected data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and F tests and t tests with the help of the SPSS version 27 program. The results of the analysis show that the three independent variables of price, product quality, and store atmosphere have a positive and significant effect on purchasing decisions, both partially and simultaneously. This finding confirms that the right pricing strategy, improving product quality, and a comfortable store atmosphere are important factors in driving consumer purchasing decisions at ROESTAM SK Dau.

Keywords: Price, Product Quality, Store Atmosphere, Purchase Decision