SKRIPSI MBS

PENGARUH KUALITAS PRODUK, HARGA, DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Pada Toko Cik-Cik Style di Kartasura)

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ABSTRACT This study aims to analyze the influence of product quality, price, and store atmosphere on consumer purchasing decisions at Cik-Cik Style Store in Kartasura. This study uses quantitave research methods. The data used is primary data. The sample used in this study amounted to 165 respondent take from consumer at Cik-Cik Style in Kartasura. The sampling technique ini this study research is accidental sampling method. The data collection technique used a questionnaire with a Likert scale, namely 1 – 5. The data were analyzed with multiple linear regression using IBM SPSS Version 26 software. Data analysis techniques used descriptive statistical test, research instrument test, classic assumption test, model accurary test, multiple linear regression analysis test, and t test. The result showed that product quality has a positive and significant effect on consumer purchasing decisions. This can be achieved if the company is able to maximize the quality oh the product, because good quality will affect consumers in deciding to buy the product they want. Price has a positive and significant effect on consumer purchasing decisions. This can happen if the prices given are more affordable, by looking at the number of visitor the majority of whom are students. Store atmosphere has a positive and significant effect on consumer purchasing decisions. This is because the store atmosphere plays an important role in consumer purchasing decisions, by always paying attention to the cleanliness and comfort of the store. That way customers will feel at home and comfortable when purchasing products. Future research is expected to develop variations of the variables studied, different samples, different objects, and different research locations so that they can provide research updates. Keywords: product quality, price, store atmosphere, purchasing decision

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 DAI p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 141 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Daimatul Janah

Versi lain/terkait

Lampiran Berkas

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