PENGARUH HARGA, KUALITAS PRODUK, PROMOSI, DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Nowadays, retail industries are growing significantly. It can be seen in the rise of some modern big retail companies as a response towards more dynamic business development, and huge market opportunities. This research aimed to examine empirically the effect of price, product quality, promotion, and store atmosphere on consumers’ purchasing decisions of Surabayacam. The research was quantitative. Moreover, the data collection technique used accidental sampling. The population was consumers who purchased in Surabayacam with an infinite number. Therefore, Lemeshow was used. In line with that, there were 100 respondents as the sample. Furthermore, the instrument used was questionnaires through Goggle form. The questionnaires were distributed to the respondents of Surabayacam. Additionally, the data analysis technique used multiple linear regression with SPSS.The result showed that price had a positive and significant effect on consumers’ purchasing decisions of Surabayacam. Likewise, product quality had a positive and significant effect on consumers’ purchasing decisions of Surabayacam. Similarly, both promotion and store atmosphere had a significantly positive effect on consumers’ purchasing decisions of Surabayacam.