PENGARUH HARGA, PROMOSI, KELENGKAPAN PRODUK, STORE ATMOSPHERE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO SARI RASA KOTA MADIUN

Zharoh, Siti Fatimatul (2025) PENGARUH HARGA, PROMOSI, KELENGKAPAN PRODUK, STORE ATMOSPHERE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO SARI RASA KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to analyze the influence of price, promotion, product availability, store atmosphere, and service quality towards purchasing decisions at Sari Rasa Store in Madiun City. The background of this research is based on the high competition among home furnishing stores in Madiun City and the importance of understanding the factors that influence consumers' purchasing decisions. The method used in this study was quantitative with an associative approach. Data collection was conducted by distributing questionnaires to 384 consumers who had shopped at Sari Rasa Store, who were selected purposively. The results show that promotion, store atmosphere, and service quality has a positive and significant effect towards purchasing decisions. Meanwhile, product availability has a positive but insignificant effect, and price had a negative and insignificant effect towards purchasing decisions. These findings indicate that consumer purchasing decisions are more influenced by shopping convenience, attractive promotions, and good service, rather than price and product availability alone.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Price; Promotion; Product Completeness; Store Atomosphere; Service Quality; Buying Decision
Subjects:	A Social Sciences > HD Industries. Land use. Labor A Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ZHAROH FATIMATUL SITI
Date Deposited:	05 Nov 2025 05:41
Last Modified:	05 Nov 2025 05:41
URI:	http://eprint.unipma.ac.id/id/eprint/5674

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