Pengaruh Harga dan Store Atmosphere terhadap Keputusan Pembelian Konsumen pada Gramedia Gajah Mada Medan

Abstract

Gramedia is a retail business that provides books and office stationery that is developing currently. The awareness of the importance to increas reading interest of the Indonesian population has made Gramedia open several store branches in various cities. There are several important things that must be considered by Gramedia in order to compete with competitors, the products price must be able to compete with competitors. In addition to set affordable prices, make the consumers feel comfortable when they are in the store will also increase the attractiveness of consumers to make purchasing decisions. This research is intended to analyze how price and store atmosphere on consumer purchasing decisions at Gramedia Gajah Mada Medan. The influence of the price and store atmosphere on the purchasing decisions will be partially and simultaneously analyzed. The form of research that was used in this research is a quantitative form with an associative approach. This research used 100 respondents as the samples by using purposive sampling as a sampling technique. The methods of data analysis that were used are validity test, reliability test, classic assumptions test, multiple linear regression analysis, as well as hypothesis test. This testing used SPSS v.25. The result of this research shows that the price (X1) does not significantly influence the purchasing decisions. Meanwhile store atmosphere (X2) significantly influence the purchasing decisions. Both of price and store atmosphere simultaneously affect the purchasing decisions (Y). The coefficient of determination analysis show the R2 value 0.608 or 60.8%, which means that the price variabel and store atmosphere can explain the purchase decision variabel of 60.8%, while the remaining 39.2% is influenced by other variabels such as service quality, location , or other variabels not discussed in this research.