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All Journal SOSIOHUMANIORA: Jurnal Ilmiah Ilmu Sosial dan Humaniora Aptisi Transactions on Technopreneurship (ATT) Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Global Advances in Business Studies IMPACTS: International Journal of Empowerment and Community Services Vifada Management and Social Sciences PESHUM
Suddin Lada
Universiti Malaysia Sabah
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Physics Social Sciences Other

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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.v5i1.57

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 Agus Tri Darmawanto Ahmad Juliana Alfiatul Maulida Arif Kamisan Pusiran Banun Havifah Cahyo Khosiyono Brahim Chekima Cahyaningrum, Widyastuti Didik Subiyanto Dinar Melani Hutajulu Dodhy Hyronimus Ama Longgy Dyah Ari Susanti Faerozh Madli Hanung Eka Atmaja Khairul Ikhwan Lusia Tria Hatmanti Hutami Mat Salleh Ayub Miftachul Mujib Mikhriani Mikhriani Nila Sinta Yovita Nizhamuddin AB Parapaga, Florentina Blandina Raina Dewi Aldianti Raina Dewi Aldianti Rudy Ansar Satrio Tegar Sadewo Shinta Ratnawati Siti Nor Bayaah Ahmad Sofyan Ashari Nur Sri Ayem Supatman Supatman Umi Wahidah Wenny Aniwandari Wong Sing Yun