FEBRIANTO, FAJAR (2019) PENGARUH STORE ATMOSFER, KERAGAMAN PRODUK DAN LOKASI, TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Matahari Departement Store Yang Berlokasi di DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to test the role of store atmosphere, diversity products and location of the decision the purchase of consumers the Matahari Department Store. The data used was primary data using a questionnaire on the consumer of Matahari Department Store. Data analyzed use structural positive and equation a model (SEM) by using partial least square (Smartpls 3.0). This research using design research explanation with the methods quantitative opulation in this research is consumers visit to have once transact to the sun the department store in jakarta and the sample of the in this research was 117 respondents .The result of research showed that there are store atmosphere have a positive influence and significant of the decision the purchase of consumers Matahari Department Store, diversity products have a positive influence and significant of the decision the purchase of consumers Matahari Department Store and location having influence positive and significant of the decision the purchase of consumers the sun the department store. A state of relationship influence most powerful is diversity products have a positive and significant of the decision the purchase of consumers Matahari Department Store of 39.9 %. Keyword : Store Atmosphere, Diversity of Products, location, Purchase Decision Penelitian ini bertujuan untuk menguji peran dari store atmosfer, keragaman produk dan lokasi terhadap keputusan pembelian Konsumen Matahari Departemen Store. Data yang digunakan adalah data primer dengan menggunakan kuesioner pada konsumen Matahari Departemen Store. Data dianalisis menggunakan Structural positif dan Equation Model (SEM) dengan menggunakan Partial Least Square (smartPLS 3.0). Penelitian ini menggunakan rancangan penelitian penjelasan dengan metode kuantitatif. Populasi dalam penelitian ini adalah konsumen yang berkunjung dan pernah bertransaksi ke Matahari Departemen Store di DKI Jakarta dan jumlah sampel dalam penelitian ini adalah 117 responden. Hasil dari penelitian menunjukan bahwa terdapat store atmosfer memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen Matahari Departemen Store, keragaman produk memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen Matahari Departemen Store serta lokasi memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen Matahari Departemen Store. Jalur yang menyatakan hubungan pengaruh paling kuat adalah keragaman produk memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen Matahari Departemen Store sebesar 39.9%. Kata Kunci: Store Atmosfer, Keragaman Produk, Lokasi, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 19 286 |
| NIM/NIDN Creators: | 43114120312 |
| Uncontrolled Keywords: | Store Atmosfer, Keragaman Produk, Lokasi, Keputusan Pembelian. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian > 334.5 Consumer Cooperatives/Koperasi Konsumen |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 21 Feb 2022 04:24 |
| Last Modified: | 22 Apr 2022 07:03 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56430 |
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