The Effect of Promotion and Store Atmosphere on Purchasing Decisions

Authors

  • Intan Nurika Universitas Samudra, Indonesia
  • Erni Junaida Universitas Samudra, Indonesia
  • T. Putri Lindung Bulan Universitas Samudra, Indonesia

DOI:

https://doi.org/10.57235/jambuair.v2i2.790

Keywords:

Promotion, Store Atmosphere, Purchase Decision

Abstract

This study aims to determine the effect of promotion and store atmosphere on purchasing decisions at Toko Mas Indah, Langsa City. A sample of 96 respondents. The analytical method uses multiple linear regression, t test, F test and coefficient of determination test. The results of the t test state that promotional factors have a significant influence on purchasing decisions and store atmosphere has a significant influence on purchasing decisions. The results of the F test show that promotions and store atmosphere have a significant effect on purchasing decisions. The results of the coefficient of determination test (adjusted R2) obtained a value of 0.737 or 73.7%, this means that promotional variables, store atmosphere and service quality influence purchasing decisions. While the remaining 26.3% is influenced by other variables not examined in this study.

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Author Biography

Intan Nurika, Universitas Samudra

Manajemen

References

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Published

2023-09-09

Issue

Vol. 2 No. 2 (2023): October 2023

Section

Articles

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