PENGARUH ATMOSFER TOKO, PROMOSI DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI INDOMARET TLOGOMAS

Abstract

ABSTRACT
The purpose of this study is to know and analyze the influence of Store
Atmosphere, Promotion and Service to Purchase Decision in Indomaret Tlogomas No
19-20 Malang. Population in Research All consumers Indomaret Tlogomas No 19-20
Malang. The sample used is consumer Indomaret Tlogomas No 19-20 Malang. The
sampling technique that is accidental sampling and samples in this study as much as 99
respondents.
Based on the results of this study it is known that the independent variables
simultaneously affect Significant to the dependent variable known value F arithmetic
20.344 with the value of sig 0,000 <0.05 then H1 received, meaning the variable
Atmospheric store, Promotion and Service simultaneously affect the Purchase Decision.
And the variable Atmospheric store, known value t Count 4.050 with a value of 0.000
sig, <0.05 means partial effect partially purchase decision. Promotional variable is
known value of t arithmetic 4,636 with value sig 0,000 <0,05 meaning promotion
variable partially influence to decision of purchase. Service Variables is known value of
t arithmetic 5,776 with value of sig 0,000 <0,05 meaning service variable partially
influence to purchasing decision.
Keywords: Store Atmosphere, Promotion, Service and Purchase Decision.