PENGARUH STORE ATMOSPHERE DAN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI

Abstract

This research is meant to find out store atmosphere and promotion which have influence to the
purchasing decision which is mediated by buying interest. The population is all customers who have
ever purchased the product of Clothing Store Cosmic Surabaya which is located on Jl. Raya Gubeng
No.2, Surabaya. The sample collection technique has been done by using purposive sampling and the
numbers of samples are 100 respondents. The analysis technique has been done by using path analysis
method. The result of the research shows that store atmosphere has positive and significant to the
buying interest, promotion has significant and positive to the buying interest. Store atmosphere has
been proven to have positive and significant influence to the purchasing decision. This result also
shows that buying interest is mediated by the influence of store atmosphere and promotion to the
purchasing decision. The test result also shows the amount of indirect influence of store atmosphere
and promotion to the purchasing decision through buying interest is greater than the amount of direct
influence to the store atmosphere and promotion to the purchasing decision.

Keywords:Promotion, Purchasing Decision, Path Analysis.