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All Journal Escalate : Economics and Business Journal
Putri Nilam Kencana
Pamulang University
Economics, Econometrics & Finance

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The Influence of Store Atmosphere and Product Completeness on Purchasing Decisions at Pangjay Fishing Shop in Central Jakarta Andhika Nuzula; Putri Nilam Kencana
Escalate : Economics and Business Journal Vol. 4 No. 01 (2026): Escalate: Economics and Business Journal
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v4i01.677

Abstract

This study examines the relationship of store atmosphere and product completeness with purchasing decisions at Pangjay Fishing Shop in Central Jakarta. Using a quantitative associative approach, data were collected through questionnaires from 100 respondents selected using purposive sampling. Data were analyzed using simple and multiple linear regression, the coefficient of determination, t-tests, and an F-test with SPSS. The results indicate that store atmosphere is positively and significantly associated with purchasing decisions (t = 4.972, p < 0.001), while product completeness also shows a positive and significant association (t = 10.517, p < 0.001). Simultaneously, both variables are significantly associated with purchasing decisions (F = 60.003, p < 0.001), with a coefficient of determination (R²) of 55.3%. These findings indicate that store atmosphere and product completeness jointly explain 55.3% of the variation in purchasing decisions, while the remaining 44.7% is attributable to other factors not examined in this study
The Influence of Promotion and Event Marketing on Customer Purchase Interest at Puri Indah Mall, West Jakarta Mochamad Predo Yulian Diezhario; Putri Nilam Kencana
Escalate : Economics and Business Journal Vol. 4 No. 01 (2026): Escalate: Economics and Business Journal
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v4i01.680

Abstract

This study examines the association of promotion and event marketing with customer purchase intention at Puri Indah Mall, West Jakarta. A quantitative associative approach was employed, involving 97 respondents selected through non-probability purposive sampling. Data were collected using Likert-scale questionnaires and analyzed using multiple linear regression, correlation analysis, t-tests, F-tests, and the coefficient of determination with IBM SPSS. The results show that promotion is positively and significantly associated with purchase intention (β = 0.445, t = 7.167, p < 0.001), while event marketing also shows a positive and significant association (β = 0.192, t = 3.180, p = 0.002). Simultaneously, both variables are significantly associated with purchase intention (F = 30.868, p < 0.001). The coefficient of determination (R² = 0.396) indicates that promotion and event marketing jointly explain 39.6% of the variation in purchase intention, while the remaining 60.4% is explained by other factors outside the model. These findings suggest that promotion and event marketing are relevant factors associated with customer purchase intention at Puri Indah Mall, with promotion showing the larger regression coefficient
Co-Authors Andhika Nuzula Mochamad Predo Yulian Diezhario