Pengaruh Dari Atmosfer Toko dan Diskon Harga Terhadap Niat Pembelian Konsumen Superindo di Surabaya
Keywords:
purchase intention, store atmosphere, price discountAbstract
This study aims to examine the effect of store atmosphere (store atmosphere) and price discounts on consumer purchase intentions. Store atmosphere refers to the sensory and emotional experiences created in a store, such as interior design, lighting, background music and aromas. Price discount refers to offering a lower price than the normal price as a stimulus to encourage purchases. This study uses a quantitative approach to the survey method. Data was collected through a questionnaire which was distributed to a sample of consumers who visited Superindo in the city of Surabaya. The sample used in this study was 180 respondents who were randomly selected. Data analysis was performed using multiple linear regression methods. The results of the study show that the store atmosphere has a significant positive effect on purchase intention. In this case, the sensory and emotional experiences offered by the store can influence consumer interest in buying products. In addition, price discounts also have a significant positive effect on consumer purchase intentions. Attractive price discount offers can motivate consumers to make purchases.
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