ANALISIS PENGARUH STORE ATMOSPHERE, LOKASI, DAN KEANEKARAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Konsumen di Indomaret Sentul Jaya V Harapan Jaya)

Siregar, Hana Fitri Anggreini (2020) ANALISIS PENGARUH STORE ATMOSPHERE, LOKASI, DAN KEANEKARAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Konsumen di Indomaret Sentul Jaya V Harapan Jaya). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

This study aims to determine the analysis of the effect of store atmosphere, location, product diversity on purchasing decisions at Indomaret Sentul Jaya V Harapan Jaya. The strategy used in this research is associative research. The method used in this research is a survey method. The population in this study are consumers who shop at Indomaret Sentul Jaya V Harapan Jaya. The sample in this study were 100 respondents. The data collection method used a questionnaire. The data sources of this research are primary and secondary data. The analysis method used in this research is PLS with the SmartPLSversion 3.0 program evaluated with an outer model and an inner model. The results of this study indicate that store atmosphere has a positive and significant effect on purchasing decisions at Indomaret Sentul Jaya V, location has a positive and significant effect on purchasing decisions at Indomaret Sentul Jaya V, and product diversity has a positive and significant effect on purchasing decisions at Indomaret Sentul Jaya V. The R square value of 0.619 indicates that the purchase decision is influenced by the store atmosphere, location and product diversity of 60.8%, while the remaining 39.2% is influenced by other variables. The conclusion in this study shows that all independent variables in the study, namely store atmosphere, location and product diversity affect purchasing decisions at Indomaret Sentul Jaya V. Keywords: store atmosphere, location and product diversity, purchase decisions ** Penelitian ini bertujuan untuk mengetahui analisis pengaruh store atmosphere, lokasi, keanekaragaman produk terhadap keputusan pembelian pada Indomaret Sentul Jaya V Harapan Jaya. Strategi yang digunakan dalam penelitian ini adalah penelitian asosiatif. Metode yang digunakan dalam penelitian ini adalah metode survei. Populasi dalam penelitian ini adalah konsumen yang berbelanja di Indomaret Sentul Jaya V Harapan Jaya. Sampel dalam penelitian ini sebanyak 100 responden. Metode pengumpulan data menggunakan kuesioner. Sumber data penelitian ini merupakan data primer dan sekunder. Metoda analisis yang digunakan dalam penelitian ini adalah PLS dengan program SmartPLSversi 3.0 dievaluasi dengan outer model dan inner model. Hasil penelitian ini menunjukkan bahwa store atmosphere berpengaruh positif dan signifikan terhadap keputusan pembelian pada Indomaret Sentul Jaya V, lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian pada Indomaret Sentul Jaya V, dan keanekaragaman produk berpengaruh positif dan signifikan terhadap keputusan pembelian pada Indomaret Sentul Jaya V. Nilai R square sebesar 0,619 menunjukkan bahwa keputusan pembelian dipengaruhi oleh store atmosphere, lokasi dan keanekaragaman produk sebesar 60,8% sedangkan sisanya sebanyak 39,2% dipengaruhi oleh variabel lain. Kesimpulan dalam penelitian ini menunjukkan bahwa semua variabel bebas dalam penelitian yaitu store atmosphere, lokasi dan keanekaragaman produk mempengaruhi keputusan pembelian pada Indomaret Sentul Jaya V. Kata Kunci : store atmosphere, lokasi dan keanekaragaman produk, keputusan pembelian.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSampurna, Dian SuryaUNSPECIFIEDdian_surya_sampurna@stei.ac.id
Uncontrolled Keywords: store atmosphere, lokasi dan keanekaragaman produk, keputusan pembelian.
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Users 899 not found.
Date Deposited: 09 Nov 2020 05:36
Last Modified: 09 Nov 2020 05:36
URI: http://repository.stei.ac.id/id/eprint/1545

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