PENGARUH SUASANA TOKO DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI RUBY KOTA MATARAM

Abstract

This study aims to determine "The Influence of Store Atmosphere and Location on Purchasing Decisions at Ruby Supermarket & Dept.Store". This type of research is quantitative research with an associative approach. The population in this study are people who shop at Ruby Supermarket and the Dept. Store in Mataram City. The sample in this study is customers with at least 1 purchase with a total of 100 respondents. The purposive sampling technique uses predetermined criteria and is distributed through questionnaires to customers. The results of this study indicate that the store atmosphere variable (X1) and location variable (X2) have a positive and significant effect on consumer purchasing decisions in Ruby, Mataram city. This is evidenced by the results of the t test of the store atmosphere variable (X1) with a significant value of 0.000 <0.05 and a tcount of 6.819> 1.984. The location variable test results (X2) with a significant value of 0.001 <0.05 and a tcount of 4.268> 1.984. With the criterion of significance value <0.05, the store atmosphere and location variables have a positive and significant effect on consumer purchasing decisions in Ruby, Mataram city