DOI of the published article https://doi.org/10.55606/jaemb.v5i2.6439
The Influence of Price, Store Atmosphere and Service Quality on Purchasing Decisions at Waroenk Andya In Sidoarjo
Pengaruh Harga, Suasana Toko dan Kualitas Pelayanan terhadap Keputusan Pembelian di Waroenk Andya di Sidoarjo
DOI:
https://doi.org/10.21070/ups.9371Keywords:
Price, Store Atmosphere, Service Quality, Purchasing DecisionsAbstract
This research aims to examine the influence of price, store atmosphere, and service quality on purchasing decisions at Waroenk Andya. A quantitative approach was employed, targeting the population of all residents in Sidoarjo City. The sampling method used was Non-Probability Sampling with a Purposive Sampling technique, involumeving 96 respondents. Data were collected through a questionnaire survey, with responses measured using a Likert scale. The data were then analyzed using multiple linear regression with the assistance of SPSS version 25. The findings proving that price, store atmosphere, and service quality have both partial and simultaneous effects on purchasing decisions.
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