PENGARUH ATMOSFERE TOKO, PROMOSI, DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Abstract

This research aimed to know the influence of store atmosphere, promotion, and the service to purchase decision at giant ekstra diponegoro. The population in this research are all the consumers in giant ekstra diponegoro which the numbers are not known with certainty (infinite). The sample selection is done by using purposive sampling method that is determination of sample with certain consideration appropriate with data source. The source for the primary data got directly  from the field by spread the questionnaire to the respondent with total as many as 100 respondents. The technique that been used is multiple linear regression analysis technique with using SPSS version 22. The t-test showed that the store atmosphere variable has positive influence to the purchasing decision, the promotion has positive influence to purchase decision, and the service has positive influence on the purchase decision.

Key words: store atmosphere, promotion, service, purchase decision