PENGARUH STORE ATMOSPHERE, LOKASI DAN KEBERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA APOTEK GONDANG WATUMALANG WONOSOBO)

Authors

  • Atala Septiara Sapuri Universitas Dian Nuswantoro
  • Amron Amron

Abstract

AbstractPurchasing decisions are part of consumer behavior that provides everything in the consumer's foundation when buying services in the form of goods and services. This study aims to examine the effect of store atmosphere, location and product diversity on consumer purchasing decisions at Apotek Gondang Watumalang Wonosobo. The sample used is the consumer of Apotek Gondang Watumalang Wonosobo as many as 128 consumers. The method of data analysis was carried out using multiple linear regression. The results obtained are the store atmosphere variable has a positive effect on purchasing decisions, location has a positive effect on purchasing decisions and product diversity has a positive effect on purchasing decisions.Keywords: Purchase Decision; Store Atmosphere; Location and Product Diversity AbstrakKeputusan pembelian adalah bagian dari perilaku konsumen yang memberikan segalanya dalam fondasi konsumen ketika membeli layanan dalam bentuk barang dan jasa. Penelitian ini bertujuan untuk menguji pengaruh store atmosphere, lokasi dan keberagaman produk terhadap keputusan pembelian konsumen pada Apotek Gondang Watumalang Wonosobo. Sampel yang digunakan adalah konsumen Apotek Gondang Watumalang Wonosobo sebanyak 128 konsumen. Metode analisis data dilakukan dengan menggunakan regresi linier berganda. Hasil yang diperoleh yaitu variabel store atmosphere berpengaruh positif terhadap keputusan pembelian, lokasi berpengaruh positif terhadap keputusan pembelian dan keberagaman produk berpengaruh positif terhadap keputusan pembelian.Kata Kunci: Keputusan Pembelian; Store Atmopshere; Lokasi; Keberagaman Produk  

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Published

2022-11-30

Issue

Vol. 1 No. 2 (2022): JMDB (Jurnal Manajemen dan Dinamika Bisnis)

Section

Articles

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