PENGARUH ATMOSFER TOKO DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN BUKU DI GRAMEDIA BENGKULU
(Studi Kasus Pada Konsumen Gramedia Mega Mall Bengkulu)

PENGARUH ATMOSFER TOKO DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN BUKU DI GRAMEDIA BENGKULU
(Studi Kasus Pada Konsumen Gramedia Mega Mall Bengkulu)

The title of this research is the Influence of Store Atmosphere and Location on Book Purchasing Decisions in Gramedia Bengkulu (Case Study on Consumers of Gramedia Mega Mall Bengkulu). This study aims to determine the effect of shop atmosphere and location partially or simultaneously on book purchasing decisions at Gramedia Mega Mall Bengkulu. This type of research is quantitative. In this study, the population studied were consumers who purchased reading books at Gramedia Mega Mall Bengkulu with a total sample size of 96. While the samples in this study were determined using accidental sampling technique. The data collection techniques used in this study were observation, interviews and questionnaires. Test the validity of the instrument using Confirmatory Factor Analysis, while the reliability test used Alpha Cronbach. The analysis technique used is multiple regression analysis. The results showed that the store atmosphere (X1) and location (X2) had a positive influence on Purchasing Decisions (Y), this could be proven by the results of Y = 4.115 + 0.749 (X1) + 0.312 (X2). Hypothesis test results, namely the R2 test results get a value of 0.687. This value means that the store atmosphere (X1) and location (X2) variables contributed 0.687 and 68.7.% To the purchase decision. The t test results show the value of the Store Atmosphere t hit> t (α / 2) (7,291> 1.9840) and (sig α = 0, 000 <0, 050) and the value of the location of t hit> t (α / 2) (4.681> 1.9840) and (sig α = 0, 008 <0, 050), it can be concluded that partially there is a significant influence between the store atmosphere and location variables on purchasing decisions. From the F test results obtained F_count of 74,215 with F Tabel value of 3,9200, namely (74,215> 3,9200) and (sig α = 0.000 <0, 050), so it can be concluded that H3 can be accepted simultaneously by the store atmosphere variable (X1) and Location (X2) and has a significant effect on Purchasing Decisions (Y).

Key words : store atmosphere, location, purchasing decisions.

ASEPTO
NPM. 1634020239

Pembimbing : Ratnawilli, SE, MM

Penguji 1 : Dr. Onsardi, SE, MM

Penguji 2 : Dr. Sri Ekowati, SE, MM

MANAJEMEN

UPT Perpustakaan Universitas Muhammadiyah Bengkulu

08 Desember 2020

Bahasa Indonesia

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