PENGARUH PRICE, PROMOSI, DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN PADA CUSTOMER DI GIANT RAJAWALI SURABAYA

Abstract

This research aimed to find out and analyze the effect of Price, Promotion, and Store atmosphere on customers’ buying decisions of Giant Rajawali, Surabaya. While, the population was 100 respondents who were in Surabaya and had bought some products at Giant Rajawali, Surabaya.The data collection technique used non-probability sampling, in which the population did not have the same opportunity to be taken as the sample. Moreover, the sampling technique used incidental sampling, which was taken based on customers’ visit and had bought more than ones at Giant Rajawali, Surabaya. Furthermore, the data analysis technique used multiple linear regression with SPSS 20.The research result concluded that price had a positive but insignificant effect on customers’ buying decisions as the store had a higher price than any competitors. On the orther hand, promotion and store atmosphere had a positive and significant effect on customers’ buying decisions. This could be seen as the store gave promotion for every product, a number of customers increased significantly. Additionally, the store atmosphere which comforted customers while they were shopping; raised its buying decisions.
Keywords: price, promotion, store atmosphere