PENGARUH HARGA DAN SUASANA LINGKUNGAN TOKO TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO RIZKA

RIKA WULANNINGTIYAS, RIKA WULANNINGTIYAS (2019) PENGARUH HARGA DAN SUASANA LINGKUNGAN TOKO TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO RIZKA. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Rika, Wulanningtiyas, 2018. The Effect of Price and Atmosphere of the Store Environment on the Purchase Decision on Rizka Stores. Final project thesis Marketing Management Study Program, Economics faculty of Islamic Majapahit University (UNIM). Pembimbing I : Eny Setyariningsih, SE.MM Pembimbing II : Budi Utami, SE.MM Price is one factor that is very important for both consumers. Before making a purchase, consumers generally always pay attention to the price of a product, as one of the factors in making a decision to buy the product. Besides the price to attract consumers to make a purchase is to design a more attractive and pleasant shop environment. By arranging the store as good and as attractive as possible. Starting with the availability of affordable prices and the atmosphere of an attractive and supportive shop environment, it will ultimately attract consumers to make purchases. This study aims to determine the effect partially on price on purchasing decisions, to determine the effect of partially from the atmosphere of the store environment on purchasing decisions and to determine the simultaneous effect of prices and the atmosphere of the store environment on purchasing decisions. The population used in this study were consumers who had bought products in the form of clothing at Rizka's shop. This sampling method uses accidental sampling, using 146 respondents. Multicollinearity testing results show that all variables are multicollinearity free. Then the independent variable can be used in this study. The results of heteroscedasticity testing show that the variable does not experience heteroscedasticity, so the variables can be used in this study. The results of normality tests show that the plot or points spread and follow the direction of the diagonal line, around and along the 45 degree line, so the research data is normally distributed. Autocorrelation testing results show that the regression variables are free from auto correlation problems. The t test results show that the price variable has a partial effect on the purchasing decision variable, the store environment atmosphere variable shows a partial effect on the purchase decision variable. The F Test results show that the price variable and the atmosphere of the store environment affect simultaneously the purchase decision. The results of multiple linear regression analysis show that price variables and purchasing decisions affect the purchasing decision variable. Keywords : Price, Store Atmosphere, Buying Decision

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