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Muhammad Rahmat
Universitas Muslim Nusantara Al Washliyah, Sumatera Utara
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THE INFLUENCE OF STORE ATMOSPHERE, BRAND IMAGE, AND PRICE ON PURCHASE DECISIONS AT BINGXUE CABANG AMPLAS. Mhd Rasyid Siddiq; Anggia Sari Lubis; Toni Hidayat; Muhammad Rahmat
International Conference on Health Science, Green Economics, Educational Review and Technology Vol. 7 No. 1 (2025): 9th IHERT (2025): IHERT (2025) FIRST ISSUE: International Conference on Health
Publisher : Universitas Efarina

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ihert.v7i1.464

Abstract

The research aims to determine and analyze the influence of store atmosphere, brand image, and price on purchasing decisions at Bingxue Cabang Amplas. The method used in this research is quantitative. The population in this research consists of consumers who made purchases at Bingxue Cabang Amplas from March to July, totaling 577 consumers. The sample was taken using the Slovin formula, resulting in a total of 85 consumers as respondents who made purchases at Bingxue Cabang Amplas. The data collection technique in this research employed random sampling based on observation data, interviews, and questionnaires using a Likert scale for data measurement. The data analysis techniques included validity tests, reliability tests, and classical assumption tests. The data analysis method used was multiple linear regression with the help of the SPSS program. The results of this research show that, partially, store atmosphere has a positive and significant effect on purchasing decisions. Brand image has a positive and significant effect on purchasing decisions. Price has a positive and significant effect on purchasing decisions. Simultaneously, store atmosphere, brand image, and price have a significant effect on purchasing decisions at Bingxue Cabang Amplas, with an Fcount value (5.836) > Ftable (2.716), and a significance value of 0.001 < 0.05.
Co-Authors Adawiyah, Marissa Tasya Aisah, Dewi Nur Alya Azizah Anggia Sari Lubis, Anggia Sari Anwar, Zulvian Arifin, Dinar Azizah Batubara, Dedi Iskandar Bunga Amelia, Bunga Burhanuddin Al-Butary Cahyani, Aulia Ita Clarissa Tarigan Dalimunthe, Ritha F. Darwis, Ahmad Dewi, Mawar Kumala Dian Safina, Wan Dilla Pratiwi Efendi, Fadilanata Elvina Damayanti Fahmi Anshari Nasution Fajar Pasaribu Gami, Emelia Rahmadany Putri Ghefira Nurfatimah Hablil Ikhwana Hadian, Arief Hardian, Arief Hazmanan Khair, Hazmanan Hidayat, Toni Hotma Rizky Putri Lubis Husna, Tasya Apri Hutama, Timothy Iskandar Batubara, Dedi Jufrizen Julianto Hutasuhut Kanaya Tri Nazwa Kasmalla, Puri Lubis, Syaiful Bahri Lukman Nasution Manzilah Putri Daulay Meylani, Frina Mhd Rasyid Siddiq Muhammad Hilman Fikri Muhammad Ridho Muhammad Wahyu Muharri, Meigi Nur Mukti, Ridho Mutholib, Mutholib Mutiara, Rizky Nevy Saskia Fitri Novien Rialdy Nurlaili Nurlaili Octavia, Tia Kirana Owen De Pinto Simanjuntak Parinduri, Arifin Tahir Pratama, Nugraha Purba, Roberto Roy Purnomo, Sakti Bambang Putri , Arnet Anggi Putri Anisa Putri Farida Hanum Padang Ramadani, Putri Reywanda, Saskia Dea Reza Nurul Ichsan Rido Mukti Rini Hartati Risna Dewi Rizky Delhiana Br. Bukit Roy Purba, Roberto Rukmini Rukmini Rukmini Sabrina, R. Safina, WA Dian Safina, Wan Dian Sari Wulandari Sari, Mainda Sarinah br. Hasibuan Satria Tirtayasa Siagian, Hendra Sakti Putra Sihite, Frans Antoni Siregar, Feby Veronica Aini Siti Khotimah Siti Nurhaliza SRI RAHAYU Tambunan, Elisabet Toni Hidayat Triwahyu Ningsih Tukimin Tukimin Tumanggor, Mutawaqil Bilah Utama, Indra Wan Dian Safina WARUWU, KHAMO