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All Journal JURNAL ILMU EKONOMI & SOSIAL Musamus Journal of Business & Management Musamus Accounting Journal JURNAL PEMASARAN KOMPETITIF Musamus Devotion Journal GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan Global Advances in Business Studies ECONOMIST: Jurnal Ekonomi dan Bisnis
Parapaga, Florentina Blandina
Univeritas Musamus
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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The influence of store atmosphere and service quality on purchase decisions at Muslimah store in Merauke Regency Wenny Aniwandari; Florentina Blandina Parapaga; Dodhy Hyronimus Ama Longgy; Suddin Lada
Global Advances in Business Studies Vol. 5 No. 1 (2026): Global Advances in Business Studies (GABS)
Publisher : Ifma Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55584/Gabs.005.01.1

Abstract

This study aims to examine the effect of store atmosphere and service quality on purchase decisions at Muslimah store, located in Kampung Harapan Makmur, Merauke Regency. The population in this research consists of end consumers who have made purchases at Muslimah store, with an unlimited and large population size. The sample of the study consists of 96 respondents, determined using Cochran’s formula and a purposive sampling technique based on specific criteria, such as having shopped within the last six months and having direct experience with the store atmosphere and staff service. This research applies a quantitative explanatory approach, utilizing both primary and secondary data. Data collection techniques include observation and the distribution of a Likert-scale questionnaire. Data were analyzed using SPSS version 25 through validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that the store atmosphere variable (X₁) has a positive and significant partial effect on purchase decisions (Y). The service quality variable (X₂) also has a positive and significant partial effect on purchase decisions (Y). The F-test shows that both store atmosphere and service quality simultaneously have a significant influence on purchase decisions. Therefore, it can be concluded that both partially and simultaneously, store atmosphere and service quality significantly affect purchase decisions at Muslimah store.
Co-Authors Abdullah Abdullah Abdullah Achmad Ridwan Deskana Achmad Ridwan Deskana Ahmad Rifqi Aldisa Arifudin Angga Pratama Apolinaris S. Awotkay Dodhy Hyronimus Ama Longgy Erick Ivan Gian Erick Ivan Gian Gian, Erick Ivan Gunardi I Putu Ajie Windu Kertayoga Ida Bagus Alit Ksama Putra Ida Bagus Made Widiadnya Irene Ipijei Kertayoga, I Putu Ajie Windu Kuntag, Jacobus Rico Luh Sri Kasih Maria Kaok Mensy Otelyo Kastanya Muhammad Awal Muhammad Awal Muhammad Refki Novesar Ni Nyoman Yulianthini Ni Nyoman Yulianthini Novesar, Muhammad Refki Putra, Ida Bagus Alit Ksama Putri Dwi Novrina RAHAYU, WIDYA Richard, Yumiad Fernando Risna Haryati Rizkiyah, Tiara Fitri Satria, Hendy Siamsa, Simon Suddin Lada Sugiyanto Ikhsan Veranita, Mira Wenny Aniwandari Widiadnya, Ida Bagus Made