Rinaldo, Viky (2025) Pengaruh Lingkungan Toko, Promosi, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Alfamart Jalan Pasir Putih. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine and analyze in more depth the influence of three important variables, namely the store environment, promotions, and service quality on consumer purchasing decisions at Alfamart located on Jalan Pasir Putih. This study uses a quantitative approach with a sample of 96 respondents selected through a purposive sampling method, namely consumers who have made at least one purchase at Alfamart. The types of data used include primary data obtained directly through questionnaires and interviews, as well as secondary data obtained from documentation and other relevant references. Data collection techniques were carried out using instruments in the form of closed questionnaires, interview guidelines, and store operational documentation. Data analysis was carried out using multiple linear regression tests processed using SPSS software version 26 to determine the extent of influence of each independent variable on the dependent variable. The results of the analysis indicate that the store environment, promotions, and service quality simultaneously and partially have a significant influence on consumer purchasing decisions at Alfamart Jalan Pasir Putih. This finding indicates that improving the quality of these three variables can directly encourage consumers in making purchasing decisions.

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