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All Journal ESENSI: JURNAL BISNIS DAN MANAJEMEN Nominal: Barometer Riset Akuntansi dan Manajemen Jurnal Manajemen Magister Darmajaya Benefit: Jurnal Manajemen dan Bisnis Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Al-Urban: Jurnal Ekonomi Syariah dan Filantropi Islam Prosiding Seminar Nasional Darmajaya Jurnal Eksplorasi Akuntansi (JEA) Al-Mashrof: Islamic Banking and Finance Oikonomia: Jurnal Manajemen Salam (Islamic Economics Journal) Journal of Artificial Intelligence and Digital Business IEB: Journal of Islamic Economics and Business Ecoducation PHINISI
Yudhistira Ardana, Yudhistira
STMIK Pringsewu
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Social Sciences

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Journal : Oikonomia: Jurnal Manajemen

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Indonesia Atmosphere And Image: Key Drivers Of Sales At MDC Mart Shofuroh, Dewi Asiyatus; Ardana, Yudhistira; Yunarti, Yuyun
Oikonomia: Jurnal Manajemen Vol. 21 No. 1 (2025): Oikonomia: Jurnal Manajemen
Publisher : Fakultas Ekonomi dan Bisnis Universitas Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47313/oikonomia.v21i1.3925

Abstract

Purpose This study aims to analyze the influence of store atmosphere and brand image on consumer purchasing decisions at one of the grocery stores in Lampung. Methodology This study uses quantitative methods and primary data obtained through an online survey using Google Forms from store consumers. The sample size obtained was 66 consumers and customers of the MDC grocery store selected by convenience sampling as respondents. Structural Equation Model (SEM) facilitated by SmartPLS software version 3.0 was used to analyze the data in this study. Findings The study's results indicate that store atmosphere does not significantly affect purchasing decisions. At the same time, brand image has a positive and significant effect on purchasing decisions. Suggestion Stores should focus more resources on strengthening brand image through effective communication and positive brand experiences, as they have been shown to significantly affect purchasing decisions. Meanwhile, the store atmosphere strategy should be re-evaluated, and other factors that may be more relevant to consumers should be examined. more representative results and maintain quality to reinforce the brand image.   
Co-Authors Agustina, Nanda Al Fitara, Indra Aprilia, Hana Mentari Ardana, Dina Ayu Ardiansyah, Feri Aulia, Risa Nur Defina Dian Sugiarti Diana Puspita Sari Faiz, Akhmad Fatrin, Tiara Novia Febriani, Rindy Firdaus, Rafli Faisal Gustika Nurmalia Ivanza, Amanda Ridho Kartika, Bintang Khofifah, Anggita Nur Kholidah, Farah Zulfa Lestari, Dewi Puji M. Bahrudin, M. Bahrudin Maharani, Annisa Putri Marsella, Popi Melati, Jean Vania Dwi Muhammad Iqbal Fasa Mustaghfiroh, Farhah Lailatul Natazza, Jezica Ningrum, Bangun Yustia Nur Syamsiyah Nurhikmah, Andi Hanifah Pratama, Riko Mahesa Pratiwi, Hilda Aprilia Puspita, Rosana Eri Rahman, Nabilli Ranjani, Elvri Rizoni, Ilham Roni Saputra, Roni Sartika, Nanda Lia Shofuroh, Dewi Asiyatus Siska Maya Sri Winarsih Ujang Hanief Musthofa Utama, Fikri Rizki Wardana, Syahla Nabil Wulandari -, Wulandari Wulandari Wulandari Yuyun Yunarti