Published: 2023-08-01

Pengaruh Store Atmosphere, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Di Miniso Store Mall Lippo Cikarang

DOI: 10.35870/jemsi.v9i4.1278

Fadillah Nurul Saadah, Syahrul Alim, Kurbandi SBR
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Abstract

Bisnis ritel asing di Indonesia memiliki perkembangan pesat. Produk retail asing ini memiliki pesaing yang cukup banyak di pasar Indonesia. Selain bersaing dengan sesama produk asing juga bersaing dengan produk lokal Indonesia. Pesatnya persaingan produk ritel tersebut menuntut para pebisnis untuk melakukan inovasi dan lebih kreatif lagi sehingga mampu menarik minat calon konsumen untuk melakukan pembelian. Di dalam dunia pemasaran seperti halnya kompetisi setiap perusahaan berlomba-lomba memasarkan produknya, persaingan ini juga terjadi pada Miniso Store Mall Lippo Cikarang. Kualitas produk menjadi pertimbangan konsumen dalam memutuskan membeli suatu produk. Desain toko yang baik akan menjadi daya tarik para konsumen untuk berkunjung ke Miniso Store Mall Lippo Cikarang. Aspek lain yang menjadi pertimbangan konsumen yaitu dengan mempertimbangkan harga. Rumusan masalah dan tujuan penelitian ini untuk mengetahui pengaruh store atmosphere, kualitas produk, dan harga terhadap keputusan pembelian. Sampel yang digunakan sebanyak 75 sampel. Teknik analisis data yang digunakan adalah Uji Validitas, Uji Reliabilitas, Uji Asumsi Klasik, Uji Regresi Linear Berganda, Uji Koefisien Determinasi, Uji T, dam Uji F. berdasarkan hasil penelitian dapat dilihat bahwa : (1) Store atmosphere berpengaruh positif signifikan terhadap keputusan pembelian, dimana diperoleh nilai t sebesar 2,829 dan nilai sig, 0,006. (2) Kualitas produk berpengaruh negatif signifikan terhadap keputusan pembelian, dimana diperoleh nilai t sebesar -0,590 dan nilai sig, 0,556. (3) Harga berpengaruh positif signifikan terhadap keputusan pembelian, dimana diperoleh nilai t sebesar 2,710 dan nilai sig, 0,008. (4) secara simultan store atmosphere, kualitas produk, dan harga berpengaruh signifikan terhadap keputusan pembelian, dimana diperoleh nilai F 12,843 dengan nilai signifikan sebesar 0,000.

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How to Cite

Nurul Saadah, F. ., Syahrul Alim, & SBR, K. (2023). Pengaruh Store Atmosphere, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Di Miniso Store Mall Lippo Cikarang. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(4), 1254-1264. https://doi.org/10.35870/jemsi.v9i4.1278
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 4 (2023)

  • Section: Articles

  • Published: %750 %e, %2023

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