PENGARUH ATMOSFER TOKO, PROMOSI DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA MATAHARI

Abstract

This research is meant to find out and to analyze the influence of store atmosphere, promotion and
service to the purchasing decision. This research is quantitative research with comparative casual
method. The sample collection has been done by using non probability sampling and 100 customers of
Matahari Tunjungan Plaza Surabaya have been selected as samples. The data collection method has
been done by using questionnaire method and the data analysis method has been done by using multiple
linear regressions analysis. In order to find out the purchasing decision, it is measured by using the
variables i.e. store atmosphere, promotion and service. The object of this research is Matahari
Tunjungan Plaza Surabaya. The result has been obtained from the calculation of coefficient
determination (R²) is 0.545 or 54.5%. Based on the result of data analysis and hypothesis test, it can be
concluded that the value of t count of the store atmosphere is 3.485 and its sig is 0.001, the value of t
count of promotion is 5.021 with its sig 0.000, the value of service count is 3.952 and its sig is 0.000.
The value of sig is < (α) 0.05 so that the store atmosphere, promotion and service have significant
influence to the purchasing decision at Matahari Tunjungan Plaza Surabaya. Promotion variable has
dominant influence to the purchasing decision, it is proven by the value of partial coefficient
determination is 0.208 which is greater than the value of partial coefficient determination of other
independent variables.

Keywords:Store Atmosphere, Promotion, Service and Purchasing Decision