PENGARUH STORE ATMOSPHERE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI

Abstract

This research aimed to examine the effect of store atmosphere and word of mouth on the buying decision which is mediated by buying interest. The research was quantitative research. The population is all customers who have ever purchased the product of Viva Health Drugstore Surabaya, consists of Viva Health Drugstore Jl.Klakah Rejo No.R3 Surabaya, Viva Health Drugstore Jl. Wonorejo Selatan No.15 Wonorejo Surabaya, Viva Health Drugstore Jl. Dukuh Setro 4 No.1 Surabaya, Viva Health Drugstore Jl. Jetis Kulon 1 No.74 Wonokromo Surabaya, Viva Health Drugstore Jl. Petemon Barat No.71 Kupang Krajan Surabaya. While, the sampling collection technique used non-probability sampling and the numbers of samples are 100 samples which were taken in 5 outlet of Viva Health Drugstore, Surabaya. In addition, the data analysis technique used path analysis with SPSS version 25. The research result concluded store atmosphere and word of mouth had positive and significant effect on the buying interest. Furthermore, store atmosphere and buying interest had positive and significant effect on the buying decision. On the other hand, the word of mouth had insignificant effect on the buying decision.
Keywords: store atmosphere, word of mouth, buying interest, buying decision.