Pengaruh Store Atmosphere, Harga, dan Kualitas Pelayanan terhadap Keputusan Pembelian di Toko X Kabupaten Kediri

Devitalita Shofyana; Ustadus Sholihin; Iing Sri Hardiningrum

doi:10.59603/masman.v3i3.1012

Authors

Devitalita Shofyana Universitas Islam Kadiri
Ustadus Sholihin Universitas Islam Kadiri
Iing Sri Hardiningrum Universitas Islam Kadiri

DOI:

https://doi.org/10.59603/masman.v3i3.1012

Keywords:

Store Atmosphere, Price, Service Quality, Purchase Decision, Consumer Behavior

Abstract

This study aims to analyze the influence of store atmosphere, price, and service quality on purchasing decisions at a store. Based on preliminary research, several issues were identified regarding the store's atmosphere, such as limited parking space and the store's location on the side of a main road, causing air pollution from vehicle emissions. Additionally, the store's interior temperature is somewhat high, which affects customer comfort. While the prices of goods in the store are relatively cheap due to bulk or wholesale sales, some products face price competition with online stores, leading some customers to switch to purchasing products via e-commerce. Furthermore, the limited number of employees, only five in total, results in ineffective service. Customers sometimes have to wait for extended periods to receive full service due to long queues. This study employs a quantitative research method with a population of 600 respondents. The sampling technique used is purposive sampling, with a sample size of 240 respondents. Data analysis is performed using SPSS 25.0 software. The results show that store atmosphere, price, and service quality all have a significant partial effect on purchasing decisions. Furthermore, store atmosphere, price, and service quality, when considered simultaneously, have a significant influence on purchasing decisions. These findings indicate that these three factors are interrelated and contribute to consumers' purchasing decisions. Although there are challenges that need to be addressed, such as issues with the store's atmosphere and limited staff, the study provides important insights for improving the shopping experience and customer service.

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