PENGARUH KERAGAMAN PRODUK DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO BAROKAH TANI KECAMATAN MAJA KABUPATEN LEBAK
Abstrak
One of the problems faced by Barokah Tani Stores in Maja District is related to consumer decisions to buy their products. Many factors influence consumer decisions to buy products in a company, including product diversity and store atmosphere. Therefore, the purpose of this study was to determine: (1) the effect of product diversity on purchasing decisions at the Barokah Tani Shop, Maja District, Lebak Regency, (2) the effect of store atmosphere on purchasing decisions at the Barokah Tani Shop, Maja District, Lebak Regency, and ( 3) the effect of product diversity and store atmosphere on purchasing decisions at the Barokah Tani Shop, Maja District, Lebak Regency. This research was conducted using quantitative methods. The population of this study are all consumers who make purchases at the Barokah Tani Shop, Maja District. The research sample is part of a population of 79 consumers taken by accidental sampling technique. Data analysis using multiple regression analysis. The results of the research show that: (1) there is a positive and significant effect of product variety on purchasing decisions; (2) there is a positive and significant influence of store atmosphere on purchasing decisions; and (3) there is a significant influence of product variety and store atmosphere together on purchasing decisions.
Unduhan
Diterbitkan
2024-04-15
Terbitan
Bagian
Artikel
Lisensi
Hak Cipta (c) 2024 Ikbal Setiawan, Eris Harismasakti, Ade Jaya Sutisna
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Proposed Policy for Journals That Offer Open Access. Authors who publish with this journal agree to the following terms:- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Proposed Policy for Journals That Offer Delayed Open Access.Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication, with the work [SPECIFY PERIOD OF TIME] after publication simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
