Pengaruh Suasana Toko, Promosi dan Keberagaman Produk terhadap Keputusan Pembelian pada Listy Mart
DOI:
https://doi.org/10.58192/wawasan.v2i4.2606Keywords:
Store atmosphere, promotions, product diversity, purchasing decisionsAbstract
This research aims to determine the influence of store atmosphere, promotions and product diversity on purchasing decisions at Listy Mart. This type of research is quantitative research. This research data was obtained through primary and secondary data. The population in this research are consumers at Listy Mart. The sample in this research was 213 consumers with a sampling technique using the Slovin formula. The analysis techniques used are validity testing, reliability testing, classical assumption testing, multiple linear regression analysis and hypothesis testing. The research results show that the partial t test results show that the shop atmosphere, promotion and product diversity variables influence purchasing decisions at Listy Mart. Simultaneous F test results: store atmosphere, promotions and product diversity influence purchasing decisions at Listy Mart
References
Amstrong, G., & Kotler, P. (2012). Dasar-dasar pemasaran (Jilid I, Trans. Alexander Sindoro & Benyamin Molan). Jakarta: Prenhalindo.
Firmansyah, A. (2018). Pengantar manajemen (1st ed.). Yogyakarta: Deepublish.
Firmansyah, A. (2019). Pemasaran produk dan merek (1st ed.). Jawa Timur: Qiara Media.
Berman, B., Evans, J. R., & Chatterjee, P. (2018). Retail management: A strategic approach (13th ed.). UK: Pearson.
Utami, C. W. (2017). Manajemen ritel. Jakarta: Salemba Empat.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
Nindya, K. (2016). Pengaruh store atmosphere dan harga terhadap minat beli konsumen Giant Ekstra Kanten Palembang (Undergraduate thesis, Fakultas Ekonomi dan Bisnis UIN Raden Patah).
Kotler, P., & Amstrong, G. (2016). Prinsip-prinsip pemasaran (13th ed., Jilid 1). Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). New Jersey: Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Manajemen pemasaran (12th ed., Jilid 1 & 2). Jakarta: PT. Indeks.
Laksana. (2019). Pengaruh promosi melalui media sosial dan word of mouth terhadap keputusan konsumen memilih wedding organizer (Studi pada konsumen Art Project Lampung di Kecamatan Trimurjo Lampung Tengah). Angewandte Chemie International Edition, 6(11), 951–952.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif dan R&D (24th ed.). Bandung: Alfabeta.
Thaib, A. N., Razak, I., & Nuridin, N. (2020). Pengaruh kualitas layanan dan suasana toko terhadap kepuasan pelanggan Toko Toys City Mall Sumarecon, Bekasi. Jurnal Manajemen Bisnis Krisnadwipayana, 8(1). https://doi.org/10.35137/jmbk.v8i1.390
Utami, C. W. (2010). Manajemen ritel: Strategi dan implementasi operasional bisnis ritel modern di Indonesia. Jakarta: Salemba Empat.
