The Influence of Store Atmosphere, Product Diversity, and Advertising on Purchasing Decisions at Indah Bordir Sidoarjo Store
Pengaruh Store Atmosphere, Keragaman Produk, dan Advertising terhadap Keputusan Pembelian pada Toko Indah Bordir Sidoarjo
DOI:
https://doi.org/10.21070/ups.1032Keywords:
Store Atmosphere, Keragaman Produk, Advertising, Keputusan PembelianAbstract
This research is a type of descriptive quantitative research. This research was conducted at the Indah Bordir Sidoarjo Store. The population in this study were all buyers at the Indah Bordir Sidoarjo Store with an unknown number because there was no recording of the number of visitors or buyers, so the sample calculation was carried out using the Lemeshow formula by obtaining a sample of 100. Data were analyzed using multiple linear regression analysis. The results of the study show that store atmosphere, product variety, and advertising have a significant effect on purchasing decisions. Indah Bordir Sidoarjo Store needs to maintain a store atmosphere, increase product variety, and maintain advertising in order to be able to encourage purchasing decisions so as to increase the company's income.
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