PENGARUH PRODUK, PROMOSI, DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN PADA HYPERMART ROYAL PLAZA SURABAYA

Abstract

This research aimed to find out the effect of product on buying decision at Hypemart Royal Plaza Surabaya, effect of promotion on buying decision at Hypemart Royal Plaza Surabaya and effect of store atmosphere on buying decision at Hypemart Royal Plaza Surabaya. The population were consumers of Hypermart Royal Plaza Surabaya. While, the sampling collection technique was accidental sampling. The numbers of samples of this research are 100 people. The data collection was done through questionnaires. Moreover, the data analysis technique used multiple regression linier. The result of the research shows that product gives significant influence to the buying decision. The result of other tests shows that promotion gives significant influence to the buying decision. The result of sobel test shows thatstore atmosphere is significant influence to the buying decision
Keywords: product, promotion, store atmosphere, buying decision