SKRIPSI MBS

Pengaruh Store Atmosphere, Keragaman Produk, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Di Toko Pajang Gawok

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ABSTRACT

This research aims to examine how store atmosphere, product diversity and
service quality influence purchasing decisions at the Pajang Gawok Store in
Sukoharjo. The data that the author uses in the research is primary data obtained
through distributing questionnaires to a number of customers who have made
purchases at the Pajang Gawok Shop in Sukoharjo. The sampling technique was
carried out using Non-Probability Sampling which resulted in a sample of 100
respondents. The analytical tool used in this research is the multiple linear regression
test using SPSS version 23.
The research results from this regression test show that the store atmosphere
variable (X1) has a positive and significant effect on purchasing decisions (Y) at the
Pajang Gawok store in Sukoharjo. It was proven in the regression test that the results
of Unstandardized Coefficients B were 0.193 and the calculated t value was 2,204 >
from the t table of 1.946 with a significance value of 0.030 < 0.05. Then the product
diversity variable (X2) has a positive and significant effect on purchasing decisions
(Y) based on the results of the regression test in the Unstandardized Coefficients B
dialog box with a value of 0.526 and a calculated t value of 4,415 > from the t table
of 1.946 with a significance value of 0.000 < 0.05. And the service quality variable
(X3) has a positive and significant effect on purchasing decisions (Y) as evidenced by
the results of Unstandardized Coefficients B with a value of 0.308 and a calculated t
value of 3,305 > from the t table of 1.946 with a significance value of 0.001 < 0.05.
So the better the three independent variables the company provides to its customers,
the more influence it will have on consumers making purchases at the Pajang Gawok
shop in Sukoharjo.
Keywords: Purchase Decision, Store Atmosphere, Product Diversity, Purchase
Quality.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 BAS p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 107 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

Bastian Wibisono

Versi lain/terkait

Lampiran Berkas

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