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All Journal Jurnal Riset Mahasiswa Manajemen (JRMM)
I’if Pravita Sari
Universitas Kanjuruhan Malang
Decision Sciences, Operations Research & Management

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Pengaruh Suasana Toko, Keragaman Produk dan Promosi Terhadap Keputusan Pembelian ( Studi Pada Konsumen Ramayana Department Store Kota Malang) I’if Pravita Sari; Iva Nurdiana Nurfarida; Dianawati Suryaningtyas
Jurnal Riset Mahasiswa Manajemen Vol. 6 No. 1 (2018): APRIL
Publisher : Fakultas Ekonomika dan Bisnis Universitas PGRI Kanjuruhan Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (4771.991 KB) | DOI: 10.21067/jrmm.v4i1.3973

Abstract

The purpose of this study was to determine the effect of the store atmosphere, product diversity, and promotion of purchasing decisions on Ramayana Department Store consumers in Malang. The independent variables in this study are Store Atmosphere, Product Diversity and Promotion, then the dependent variable is the Purchasing Decision. This research was conducted at the Ramayana Department Store Malang, the sample in this study were 112 respondents. The sampling technique in this study uses accidental sampling. The analysis technique used in this study is Multiple Linear Regression. Based on research that has been done the results show that the Store Atmosphere, Product Diversity and Promotion have a partial and simultaneous effect on Purchasing Decisions.
Co-Authors Dianawati Suryaningtyas Iva Nurdiana Nurfarida