PENGARUH HARGA, LOKASI, STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GARLICK STORE SURABAYA

Abstract

This research is aimed to find out and to analyze the influence of price to the purchasing decisions at Garlick
Store Surabaya, to investigate and to analyze the influence of place to the purchasing decisions at Garlick Store
Surabaya, to investigate and to analyze the influence of Store Atmosphere to the purchasing decisions on Garlick
Store Surabaya. The population is all customers who have ever bought the products at Garlick Store Surabaya
which is located on Jl. Bawean 28 Surabaya and the samples are 100 respondents. The data collection technique
has been done by issuing questionnaires. The data analysis technique has been done by using test instruments
(validity test, reliability test), multiple linear regressions analysis, classic assumption test (normality test,
multicollinearity test, and heteroscedasticity test), goodness of fit test (determination coefficient (R
), F test) and
hypothesis test. The result of this research indicates that price give significant influence to the purchasing
decision at Garlick Store Surabaya, place does not give any
significant influence to the purchasing decision at
Garlick Store Surabaya, and store atmosphere does not give any significant influence to the purchasing decision
at Garlick Store Surabaya. These results indicate that price is the most influential variable to the purchasing
decision at Garlick Store Surabaya.

Keywords: price, place, store atmosphere and purchasing decision

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