PENGARUH STORE ATMOSPHERE, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN ORE PREMIUM STORE

Abstract

The purpose of this research is to find out and to analyze the influence of store atmosphere to the purchasing decision on Ore Boutique Premium Store Surabaya, to find out and to analyze the influence of price to the purchasing decision on Ore Boutique Premium Store Surabaya, to find and to analyze the influence of location to the purchasing decision on Ore Boutique Premium Store Surabaya, and to find out what factors that have dominant influence to the purchasing decision. The population is the customers who come and purchase the fashion product on Ore Premium Store Surabaya and 98 people have been selected as samples. The data collection technique has been done by issuing questionnaires which is carried out after the validity test and the re-ability test has been conducted. The data analysis technique is carried out by using classic assumption test (Normality test, Multicolinearity test, and Heteroscedasticity test), multiple linear regression analysis, model feasibility test, hypothesis test, Coefficient Correlation R, and Multiple Determination Coefficient (R2). The result of the research shows that: (1) store atmosphere has significant influence to the purchasing decision on Ore Premium Store; (2) Price has significant influence to the purchasing decision on Ore Premium Store; (3) Location has significant influence to the purchasing decision on Ore Premium Store; (4) Price is the variable which has the most dominant influence to the purchasing decision on Ore Premium store.
Keywords: Store Atmosphere, Price , Location , Purchasing Decision