PENGARUH STORE ATMOSPHERE DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA TRANSMART DI KOTA PALU

Abstract

Herwig Kuzera Langgaresi, Stambuk: C 201 16 520, Research Title: “The Influence of Store Atmosphere and Product Variations on Purchasing Decisions at Transmart in Palu”.

Supervisior: H. Syamsul Bahri Dg. Parani

This study aims to determine the effect of store atmosphere and product variations on purchasing decisions at Transmart in the city of Palu. This type of research is descriptive causal. The population in this study is specifically for the people of Palu who have made purchases at the Palu Transmart. The sampling technique in this study was purposive sampling, with a sample size of 90 respondents. Collecting data using a questionnaire which is then processed using SPPS For Windows Release 016. The method of analysis used in this study is multiple regression analysis. The test results show that the Store Atmosphere variable has a positive but significant effect on purchasing decisions at Transmart in Palu City. Then the test results show that the product variation variable has a positive and significant effect on purchasing decisions at Transmart in Palu.

Keywords: Store Atmosphere, Product Variations, Purchasing Decisions.