PENGARUH SUASANA TOKO, LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI SURYA PHONE CENTER JALAN KH. ABUL HASAN

Abstract

The purpose of this study was to determine and partially analyze the influence of store atmosphere, location and service quality on purchasing decisions at Surya Phone Center Jalan KH. Abul Hasan and to determine and analyze the effect of store atmosphere, location and service quality together or simultaneously on purchasing decisions at Surya Phone Center Jalan KH. Abul Hasan. The population in this study are consumers of Surya Phone Center Jalan KH. Abul Hasan whose number was not identified, so that the sample based on regression analysis with 4 independent variables required a sufficient sample of 80 samples. Data analysis used multiple linear regression. Based on the research results, store atmosphere has a positive and significant effect on purchasing decisions (Significance value 0.042 <α = 0.05), location has a positive and significant effect on purchasing decisions (Significance value 0.000 <α = 0.05) and service quality has a positive and significant effect on purchasing decisions (Significance value 0.000 <α = 0.05). Store atmosphere, location and service quality have a simultaneous effect on purchasing decisions (Significance value 0.000 <α = 0.05).