Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Pada Swalayan Jumbo Mart Pekanbaru

Astuti, Sri (2022) Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Pada Swalayan Jumbo Mart Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This research is based on the increasingly high competition in the retail business, therefore every supermarket must have a comfortable and attractive store atmosphere so that it can attract consumers to visit the supermarket. There is a tendency to change one’s motives for shopping, where shopping activities are not only functional activities to buy necessities, but also activities for recreation, entertainment, or just stress relief. The purpose of this study is to analyze the effect of store atmosphere on purchasing decisions at Supermarket Jumbo Mart Pekanbaru. This study uses three independent variables, namely exterior, interior, layout and one dependent variable, namely consumer purchasing decisions. The research method used is a quantitative research method, because the researcher wants to get data by analyzing the data by describing or describing the data and making observations at the research location. The population in this study were all supermarket jumbo mart pekanbaru. Samples taken as many as 50 respondents determined by accidental sampling technique. The results of the instrument validity test show that r count ? r table means that all item statements are valid and the reliability is above 0,60 which means reliable. When viewed based on the t test, it shows that the value of t counts is (12,038) ? t table (1,679) sig (0,000) ? 0,1. This shows that the store atmosphere effects purchasing decisions. Then, the coefficient of determination (R2) is 0,751 or rounded up to 75,1%, namely store atmosphere effects purchasing decisions, while the remaining 24,9% is influenced by other variables not examined in this study. Based on this research, the author suggests to the Supermarket Jumbo Mart Pekanbaru to maintain the layout elements, and further improve the exterior and interior elements.

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