PENGARUH KUALITAS PRODUK, HARGA DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN JERSEY IMITASI

Abstract

This research is meant to find out the influence of product quality, price and store atmosphere to the purchasing
decision. The population is all customers who have ever purchased the imitation of football jersey at Counter The
So Store in Cito Mall Surabaya and the sample collection technique has been done by using purposive sampling
and 100 people have been determined as respondent. The research method has been done by performing multiple
linear regressions analysis in order to find out the correlation between independent variables (product quality,
price and store atmosphere) to the dependent variable (Purchase decision).The result of the test shows that
product quality, price and store atmosphere variables have become the research models. This research is
supported by the acquisition of multiple correlations of 76.2% which show that the correlation between these
variables with the purchasing decision of imitation of football jersey at Counter The So Store in Cito Mall
Surabaya has close correlation. The result of the test shows that partially three variables which has become the
research models have influence to the purchasing decision of the imitation of football jersey at Counter The So
Store in Cito Mall Surabaya. It indicates that the significance level of each variable is not more than α = 5%.

Keywords: Product, Price, Store Atmosphere, Purchase.