PENGARUH STORE ATMOSPHERE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN COSMIC CLOTHING STORE

Abstract

The purpose of this research is to find out the influence of Store Atmosphere and price variables to the customer purchasing decision at the Cosmic Clothing Store on Jl. Gubeng no. 2 Surabaya.The sample collection technique has been done by using accidental sampling in which the sample collection is carried out by selecting the respondent who accidentally meets the researcher can be selected as sample, if the respondent is considered to be suitable as the data resources. It is the customer who will be the respondent of Cosmic Clothing Store on Jl. Gubeng No.2 Surabaya whereas the data collection technique has been done by using field research survey method which includes interview and questionnaires. This research is a conclusive research type which is done by testing hypothesis; the data analysis which has been applied in this research includes validity test, reliability test, multiple linear regression test, classic assumption test, model feasibility test, hypothesis test (t-test), and partial determination coefficient (r2).The result of the research shows that store atmosphere and price variable has influence to the customer purchasing decision at Cosmic Clothing Store on Jl. Gubeng no 2 Surabaya. The result of partial coefficient determination shows that price is the variable which has dominant influence.
Keywords:Store Atmosphere, Price, Ritel Management.