PENGARUH PRODUK, CITRA MEREK, KUALITAS PELAYANAN, DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN PADA INDOMARET DI SURABAYA (STUDI KASUS DI WILAYAH KECAMATAN JAMBANGAN)

Abstract

This research aimed to examine, analyze, and explain the effect of product, brand image, service quality, and store atmosphere on buying decision of Indomaret, Surabaya (case study at Kecamatan Jambangan). The research was descriptive – quantitative. While, the population was consumers of Indomaret at Kecamatan Jambangan, Surabaya. Moreover, the data collection technique used accidental sampling. In line with, there were 100 respondents as sample. Furthermore, the instrument used questionnaires. In addition, the data analysis technique used multiple linier regression with SPSS (Statistical Product and Service Solution). Beside, the instrument’s testing used validity and reliability test. The research result concluded product had positive and significant effect on buying decision of Indomaret, Surabaya. Likewise, brand image had positive and significant effect on buying decision of Indomaret, Surabaya. Similar to product and brand image, service quality as well as store atmosphere had positive and significant effect on buying decision of Indomaret, Surabaya (a case study in Kecamatan Jambangan).
Keyword: product, brand image, service quality, store atmosphere, buying decision