| dc.description.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. | en_US |
