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Pengaruh Harga, Lokasi, Store Atmosphere, dan Word Of Mouth terhadap Keputusan Pembelian pada Warung Gunung (Wagu) Kediri Syahrul Syaiful Riza; Djunaedi; Sasi Utami
Jurnal Ilmiah Raflesia Akuntansi Vol 12 No 1 (2026): Jurnal Ilmiah Raflesia Akuntansi
Publisher : Politeknik Raflesia Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53494/jira.v12i1.1351

Abstract

-This research aims to determine the influence of price, location, store atmosphere, and word of mouth on purchasing decisions among consumers of Warung Gunung (Wagu) Kediri. This type of research uses quantitative methods, namely a method that describes in detail the object of research. The population in this study were all consumers who had visited Warung Gunung (Wagu) Kediri during the last 6 months. Meanwhile, the sample was 60 people/respondents. Data collection methods use questionnaires, observation, documentation and literature study. Meanwhile, the data analysis method uses validity and reliability tests, classical assumption tests, multiple linear regression tests, partial significance tests (statistical test (t), simultaneous significance tests (F statistical test), and coefficient of determination. From the results of this research it can be concluded that: (1) Price partially has a significant relationship with purchasing decision variables (2) Location has a significant positive effect on increasing purchasing decisions (3) Store Atmosphere has a significant positive effect on purchasing decisions mouth does not have a positive effect on increasing purchasing decisions (5) Price (X1), location (X2), Store Atmosphere (X3) and word of mouth (X4) together (simultaneously) have a significant relationship to the dependent variable, namely decision. purchases (Y). The research results show an adjusted R square of 0.775 or 77.5%. This shows that there is a correlation between purchasing decisions and the variables price (X1), location (X2), Store Atmosphere (X3) and word of mouth ( X4) is high.
Co-Authors Admia, Kurniaty Agung Raharjo, Muhammad Ahmad Bahrawi, Ahmad Amareza, Berliana Aminullah Ismail Majid Andi Harmoko Arifin Andri Teguh Prasetyo Angga Rizka Lidiawan Aris Widianto Asrif Arestya Budi Rahayu Cempaka Dyah Pramita Dasep Suryanto Enni Sustiyatik Eva Desemberianita Fatmawati Fatmawati Fatmawati Sabur Firman Valenta Tiantoro Guntoro Herawati, Nabila Zakia Heru Marwanto Idel Eprianto ifan IGG Heru Marwanto Ilham Akbar Jamaluddin Kurniaty Atmia Laely, Nur Lia Agustina Lisrohmatin Lucyana Martha, Nuraeni Marwan, Caca Muh. Ariandhika Rifqi AS Muhammad Yahya Naftalisa Metriana Sari Novi Susanti, Dwi Nur Laely Prastyo, Herru Rifai, Moch. Rusman Sasi Utami Sasi Utami Septyaningtyas, Dinar Rika Sidrotun Na'im Sri Martini St.Hatidja Subrata, Tedy Sudjiono Sugiarti Suhardi Suhardi Sukarman Sumarno . Sustiyatik, Enni Syahrul Syahrul Syaiful Riza Syaiful Bachri Takim Mulyanto Tri Wahyuni Ucok Wiyono, Tri Yusnandar, Impi Yusuf Bahtiar