MENGUNGKAP HUBUNGAN ANTARA STORE ATMOSPHERE, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Authors

  • Ega Dwi Sinta Institut Bakti Nusantara
  • Eka Pariyanti Institut Bakti Nusantara
  • Buchori Buchori Institut Bakti Nusantara
  • Rinnanik Rinnanik Institut Bakti Nusantara

DOI:

https://doi.org/10.24127/jm.v18i2.2236

Abstract

Penelitian bertujuan untuk mengetahui bagaimana hubungan antara Store Atmosphere, Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Koperasi Karyawan Blok D PT. Gula Putih Mataram. Penelitian menggunakan metode penelitian kuantitatif, adapun respondennya berjumlah 97 yang digunakan dalam skala likert, menggunakan program SPSS Versi 29 untuk menghasilkan analisis regresi linear berganda. Hasil analisis regresi menunjukkan bahwa hanya harga (B = 0,140; t = 2,111) dan kualitas pelayanan (B = 0,403; t = 7,096) yang signifikan memengaruhi keputusan pembelian konsumen di Koperasi Karyawan Blok D PT. Gula Putih Mataram. Sebaliknya, store atmosphere (B = 0,061; t = 0,753) tidak berpengaruh signifikan terhadap keputusan pembelian.

Kata kunci: Store Atmosphere, Harga, Kualitas Pelayanan, Koperasi karyawan blok D

 

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Published

2024-11-26

Issue

Vol. 18 No. 2 (2024): November

Section

Articles

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