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Okta Supriyaningsih
Universitas Islam Negeri Raden Intan Lampung
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Journal : Research Horizon

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The Influence of Price Bundling, Physical Evidence, and Store Atmosphere on Consumer Buying Decisions Fitriani, Amalia; Hanif; Supriyaningsih, Okta
Research Horizon Vol. 5 No. 3 (2025): Research Horizon - June 2025
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.5.3.2025.558

Abstract

This study aims to analyze the influence of Price Bundling, Physical Evidence, and Store Atmosphere on Consumer Purchasing Decisions. A quantitative approach was employed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis technique. Each independent variable Price Bundling, Physical Evidence, and Store Atmosphere were measured using specific indicators. Data was collected through questionnaires using a five-point Likert scale. The sampling technique used was non-probability sampling with a total of 100 respondents. The findings reveal that Price Bundling has a positive but insignificant effect on consumer purchasing decisions. In contrast, Physical Evidence and Store Atmosphere both have a positive and significant effect on purchasing decisions. These results suggest that although price bundling strategies provide a positive perception, they are not strong enough to significantly influence consumer decisions. On the other hand, visual elements and the store’s atmosphere are more effective in encouraging consumers to make purchases. This highlights the importance of creating an appealing environment and enhancing tangible elements to attract and retain buyers.
Co-Authors A. Zuliansyah Aisyah, Dila Nur Aji Cahya Negara Alief Rakhman Setyanto, Alief Rakhman Alliena Fathi Amrullah Alviana, Devi Amrina, Dania Hellin Angelique, Pingkan Anisa, Heldinia Anriyani, Yuyun Any Eliza Araminta, Marsa Apta arinda, rara Arvidia Tri Eninda Azizah, Salma Nur Azzahra, Amelia Bramtheo, Fernandes Tesar Cahya Komala Dewi Cahya, Abiyu Iman Nur Cahya, Aji Cahyani, Anisa Binar Dania Helin Amrina Danuarta, Aginda Dewi, Anisa Sukma Diah Mukminatul Hasimi Diana, Nora Dika Adina Yuha Dilla Tyas Andini Dimas Pratomo Elza Dwi Lestari Epi Purwanti Erike Anggraeni Erlin Kurniati Ersi Sisdianto Faridz, Ferhad Al Faudi, Fatih Fauzi Ahmad Muda Ferhad Al Faridz Fitri, Nadhila Fitriani, Amalia Gaza, Muhammad Habib Al Handarto Ermawan Hanif Indy Satya Ayu Esa Ningrum Irmayanti, Lulu Iva Faizah Khavid Normasyhuri Komala sari, Komala Komala Zurni Kurniati, Erlin Liana, Abellia Dyna Liya Ermawati Loin, Ulama Putra M. Yusuf Bahtiar, M. Yusuf Madnasir Madnasir Manza, Rano Mardhiyah Hayati Muhammad Iqbal Fasa Muzakky, Fata Nafis Nabila Khasanah Ummah Nanda Audia Nur Azizah Padila, Peni Pratomo, Dimas Putra, Rizky Hamdala Putri Susi Adetya Qurrahman, Taufiq Ridwansyah Ridwansyah Ridwansyah Ridwansyah Ridwansyah Rika Kurnia Rika Kurnia Riski, Muhamad Saefurrohman, Ghina Ulfa Salsabila Putri Prameswari Sarmila Sarmila Sembiring, Rinawati Sulistiani, Novariza Indar Taufiqur Rahman, Taufiqur Ulama Putra Loin Widodo, Rifky Yuha, Dika Adina Yulianti, Ade Yeny Yulistia Devi Yulistia Devi Yusnita Sarnanda Zahra Annisa Zahra, Azza Aqilah Zhatu Restie Utamie Zuliansyah, A