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Kasmad, Mr
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Economics, Econometrics & Finance

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ANALISIS KEPUTUSAN PEMBELIAN PADA CONVENIENCE STORE Kasmad, Mr
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol 1 No 1 (2018): SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (115.116 KB) | DOI: 10.37481/sjr.v1i1.102

Abstract

The purpose of this study was to determine the Effect of Store Atmosphere and Prices on Consumer Purchasing Decisions at 7-Eleven Store Convenience. To test the effect of  independent variables on dependent, quantitative approaches and associative methods are used. The analytical method used is multiple linear regression analysis with a sample of 98 and the sampling technique used is the Accidental Sampling. Hypothesis test results indicate that Store Atmosphere has a positive and significant effect on purchasing decisions with a regression coefficient of 0.277. Price has a positive and significant effect on purchasing decisions with a regression coefficient of 0.787. Simultaneously Store Atmosphere and price has positive and significant effect on purchasing decisions with coefficient of determination of 87.3%, while the remaining 12.7% is explained by other variables outside this study, for example location, service quality, promotion, and consumer trust
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