CD Skripsi

Pengaruh Suasana Toko Dan Keberagaman Produk Terhadap Keputusan Pembelian Pada Pm Collection Pekanbaru

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THE INFLUENCE OF STORE ATMOSPHERE AND PRODUCT DIVERSITY ON PURCHASING DECISIONS AT PM COLLECTION PEKANBARU
By: Natasha Ardiyanti
Email: [email protected]
Supervisor: Mandataris, S.Sos., M.Si
Business Administration Study Program, Department of Administrative Sciences
Faculty of Social and Political Sciences, Riau University, Pekanbaru, Indonesia Bina Widya Campus
Jl. HR. Soebrantas Km. 12.5 Simpang Baru, Pekanbaru 28293 Tel/Fax. 0761-63277
ABSTRACT
The research is aimed at finding out the influence of store atmosphere and product diversity on purchasing decisions at PM Collection Pekanbaru. The development of the business world is increasingly rapid, marked by the increasing number and complexity of challenges that exist within it. One of the many businesses is the fashion business. The independent variables are store atmosphere and product diversity, while the dependent variable is purchasing decisions. The method used in the research was quantitative methods using the SPSS version 20 program. The sample used was 99 respondents using the Accidental Sampling technique for PM Collection Pekanbaru consumers. The data source used in the research are primary and secondary data. The results of this research are that store atmosphere (X1) has a positive and significant influence on purchasing decisions (Y), product diversity (X2) has a positive and significant influence on purchasing decisions (Y), and store atmosphere and product diversity have a significant influence on purchasing decisions. This shows that a comfortable store atmosphere, good lighting, neat product layout, and product diversity also has a significant influence on purchasing decisions. Consumers tend to be more interested in shopping at stores that provide a variety of products, so they have more choices according to their needs and preferences.
Keywords: Store atmosphere, Product Diversity and Purchasing Decisions

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001113564

Penerbit

Pekanbaru : Universitas Riau FISIPOL Administrasi Bisnis., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001113564

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ADMINISTRASI BISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

mardiah

Versi lain/terkait

Lampiran Berkas

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