PENGARUH KUALITAS PRODUK, HARGA DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is aimed to find out the partial and simultaneous influence of product quality, price and store atmosphere to the purchasing decision at Garlick Store Surabaya. The population is all customers who have ever purchased products at Garlick Store Surabaya. The sample collection method has been carried out by using non probability sample with 100 respondents. The result of multicollinearity test shows that all variables are free from multicollinearity. There are independent variables which can be used in the research. The result of heteroscedasticity test shows that these variables have not experienced any heteroscedasticity, so the variables can be used in this research. The result of the coefficient regressions test shows that partially product quality, price and store atmosphere have significant influence to the purchasing decision at Garlick Store Surabaya. When the independent variable increase, the purchasing decision at Garlick Store Surabaya will increase as well. The result of the partial coefficient determination test shows that price is the dominant variable. This can be measured from the partial coefficient determination value, price is larger than other variables such as quality product and store atmosphere.
Keywords: Product quality, price, store atmosphere, and purchase decision.