Academia Open
Vol 7 (2022): December

Store Atmosphere, Product Range, and Sale Promotions: Influencing Consumer Purchase Decisions at Hero Supermarket

Sabnatia Fanani (Universitas Muhammadiyah Sidoarjo)
Lilik Indayani (Universitas Muhammadiyah Sidoarjo)

Article Info

Publish Date
31 Dec 2022

Abstract

This research aimed to investigate the influence of store atmosphere, product range, and sale promotions on consumer purchase decisions at Hero Supermarket in Sidoarjo. A quantitative approach was employed, utilizing a non-probability purposive sampling method to collect data from all consumers of Hero Supermarket. The study employed multiple linear regression analysis using SPSS version 25 for Windows. The results revealed that store atmosphere, product range, and sale promotions significantly affect consumer purchase decisions at Hero Supermarket. These findings provide valuable insights into the factors influencing consumer behavior in the retail industry, thereby assisting marketers and managers in developing effective strategies to enhance customer satisfaction and drive sales. Highlights: Store atmosphere significantly influences consumer purchase decisions. A wide range of products enhances consumer buying behavior. Sale promotions play a crucial role in shaping consumer purchasing choices. Keywords: Store Atmosphere, Product Range, Sale Promotions, Consumer Purchase Decisions, Hero Supermarket

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Journal Info
Academia Open
Website

Abbrev

acopen

Publisher

Universitas Muhammadiyah Sidoarjo

Subject

Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Physics Social Sciences Other

Description

Academia Open is published by Universitas Muhammadiyah Sidoarjo published 2 (two) issues per year (June and December). This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge. This ...