PENGARUH SUASANA TOKO DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOSERBA GAJAH MADA DI JOMBANG

  • NOVA PUTRI VIDAWANTI
DOI: https://doi.org/10.26740/jptn.v5n1.p%25p

Abstract

Tujuan dari penelitian adalah  menganalisis pengaruh suasana toko dan kualitas layanan terhadap keputusan pembelian konsumen baik secra parsial maupun simultan pada Toserba Gajah Mada Jombang. Responden penelitian ini adalah pelanggan ataupun pengunjung pada Toserba. Sampel yang digunakan adalah non probability sampling dengan rumus Slovin taraf kesalahan 10%. Teknik analisis data yang digunakan adalah uji regresi berganda dengan bantuan aplikasi SPSS. Hasil penelitian menjelaskan bahwa suasana toko secara parsial berpengaruh positif terhadap keputusan pembelian, kualitas layanan secara parsial berpengaruh positif terhadap keputusan pembelian, suasana toko dan kualitas layanan secara simultan berpengaruh positif terhadap keputusan pembelian

Kata Kunci : Suasana Toko, Kualitas Layanan, Keputusan Pembelian

Published
2017-01-13
How to Cite
PUTRI VIDAWANTI, N. (2017). PENGARUH SUASANA TOKO DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOSERBA GAJAH MADA DI JOMBANG. Jurnal Pendidikan Tata Niaga (JPTN), 5(1). https://doi.org/10.26740/jptn.v5n1.p%p
Issue
Vol 5 No 1 (2017)
Section
Articles

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