Dolip, M. (2025) Pengaruh Point Of Purchase Terhadap Keputusan Pembelian Pada Toko Fadilla Jaya Store. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the effect of Point of Purchase on Purchasing Decisions at Fadilla Jaya Store. The research method used is a quantitative approach with data collection techniques through questionnaires distributed to 50 respondents. using the Census technique. The independent variable in this study is Point of purchase, indicators such as In store media, Signane and Display, while the dependent variable is purchasing decisions, indicators such as need recognition, information search, alternative evaluation, purchase decisions, and post-purchase behavior. Data analysis was carried out using the simple linear regression method to test the relationship and influence between these variables. The results of the coefficient of determination of the Point Of Purchase variable affect the purchase decision by 77.6%.

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