Putri, Asah Hidayah (2022) Pengaruh Suasana Toko (Store Atmosphere) Terhadap Keputusan Pembelian Konsumen Di Swalayan Subur Jaya Desa Buatan II Kec. Koto Gasib. Other thesis, Universitas Islam Riau.
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Abstract
The purpose of this study was to determine and explain the influence of the store atmosphere (store atmosphere) on consumer purchasing decisions at Supermarket Subur Jaya Village Buatan II Districts Koto Gasib. The type of research used is the type of survey research descriptive method with quantitative research because the researcher collects data by using how to analyze the data and by describing the data by making observations directly at the research site. The sampling technique used in This study uses Accidental Sampling, namely for consumers totaling 92 person. The data collection method used is by distributing questionnaires,interviews, observations and documentation. The results showed that from the results of the t-test it was found that the store atmosphere (X) with a significant value of 0.000 < 0.05 or t-count 6.412> 0.207, it can be concluded that the store atmosphere has a positive effect and partially significant to consumer purchasing decisions at Subur Jaya supermarkets Village BuatanII Districts Koto Gasib. The value of R-square (R²) is 0.314 or (31.4%) this explains that Store Atmosphere has a significant effect on purchasing decisions consumers at the selfservice village of Sub-Province II, Kec. Koto Gasib while the rest is 68.6% (100%-31.4%) was influenced by other factors not observed in this study. From the conclusions obtained in this study, the authors provide input and Suggestions for the self-service village of Fertile Jaya, artificial village II, Kec. Koto Gasib to be able to pay attention store atmosphere in marketing products to the needs and desires of consumers.
| Item Type: | Thesis (Other) | ||||||
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| Uncontrolled Keywords: | Store Atmosphere, Consumer Purchasing Decisions | ||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||
| Divisions: | > Administrasi Bisnis | ||||||
| Depositing User: | Mohamad Habib Junaidi | ||||||
| Date Deposited: | 19 Oct 2022 09:47 | ||||||
| Last Modified: | 19 Oct 2022 09:47 | ||||||
| URI: | http://repository.uir.ac.id/id/eprint/16586 |
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