Peranan Retail Service, Merchandise dan Store Atmosphere Terhadap Keputusan Pembelian Konsumen Buminet Store di Plaza Marina Surabaya
Keywords:
Retail Service, Merchandise, Store Atmosphere, Purchasing DecisionsAbstract
Understanding the needs and processes of consumer purchasing is very important in building an effective marketing strategy. By understanding how buyers through the problem recognition process, searching for information, evaluating alternatives, deciding to buy, and behavior after buying, marketers can take important signals on how to meet buyers' needs. The purpose of this study was to determine the effect of Retail Service, Merchandise and Store Atmosphere on Consumer Buminet Store Purchase Decisions at Marina Plaza Surabaya
The population in this study were all consumers who bought handphone products at the Buminet Store in Plasa Marina which had an infinite number. To facilitate researchers in conducting this research, researchers determined 100 respondents to be sampled. The analysis technique used is multiple linear regression.
Based on the identification of problems, the research objectives until the discussion can be concluded: The results of the study simultaneously indicate that Retail Service Marchendise and Store Atmospher have a significant effect on purchasing decisions. The results of the research partially show that the Retail Service variable influences the Purchasing Decision, the effect of the Merchandise Variable on Atmospher's Purchasing and Store Decisions has a significant effect on purchasing decisions.
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