Pengaruh Store Atmosphere dan Harga Terhadap Keputusan Pembelian (Studi Pada Konsumen Palapa Toserba Surabaya)

Abstract

This study is based on the phenomenon of the gap, the gap is palapa toserba with good store atmosphere
and cheap product price but decreasing sales in the last year. The purpose of this study is to analyze and
discuss the influence of store atmosphere and price on purchase decisions at palapa toserba.. This study
is a conclusive study and using non probability sampling technique. The sampling technique used was
judgmental sampling with a total of 220 respondents. Technique of collecting data is using
Questionnaire. Scale of measurement in this study using Likert scale. Statistical analysis used is multiple
linear regressions analysis with spss. The results of this study indicate that the variable store atmosphere
significant effect on purchasing decisions with significant value 0.018. Price variables have significant
effect on purchasing decision with significant value 0.000.
Keywords: store atmosphere, price, purchase decision.