Pengaruh Atmosfer Toko, Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian dengan Mediasi Alternatif Pembelian di Minimarket Waralaba Nasional Indonesia

Authors

  • Wahyu Adi Pratama Universitas Islam Indonesia, Indonesia

DOI:

https://doi.org/10.31004/jptam.v6i2.4953

Keywords:

Store Atmosphere, Harga, Kualitas Layanan, Alternatif Keputusan Dan Keputusan Pembelian

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh antara store atmosphere, harga, dan kualitas layanan terhadap alternatif keputusan pembelian dan pengaruh alternatif keputusan pembelian terhadap keputusan pembelian di minimarket waralaba nasional Indonesia. Populasi dalam penelitian ini adalah seluruh konsumen di minimarket waralaba nasional Indonesia. pada penelitian ini 200 konsumen yang dipilih dengan metode convenience sampling. Variabel independen pada penelitian ini yakni store atmosphere, harga, dan kualitas layanan sedangkan variabel dependen yakni keputusan pembelian dan variabel intervening adalah alternatif keputusan pembelian. Analisis data yang digunakan menggunakan analisis regresi berganda. Hasil penelitian ini menunjukan bahwa store atmosphere, harga, dan kualitas layanan berpengaruh positif terhadap alternatif keputusan pembelian dan alternatif keputusan pembelian berpengaruh positif terhadap keputusan pembelian.

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Published

03-08-2022

How to Cite

Pratama, W. A. . (2022). Pengaruh Atmosfer Toko, Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian dengan Mediasi Alternatif Pembelian di Minimarket Waralaba Nasional Indonesia. Jurnal Pendidikan Tambusai, 6(2), 16167–16175. https://doi.org/10.31004/jptam.v6i2.4953

Issue

Vol. 6 No. 2 (2022): Agustus 2022

Section

Articles of Research

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