Pengaruh Harga dan Store Atmosphere terhadap Keputusan Pembelian pada Mie Gacoan Kota Medan

Abstract

The development of the business world at this time has resulted in increasingly fierce competition, various efforts have been made by business people to maintain and develop competitive advantages with their competitors. Factors that can influence consumer purchasing decisions are prices. The difference in price is necessary because every business will find similar products at even the same price. Another factor that can influence purchasing decisions is the store atmosphere. It can be described that the store atmosphere as a change in purchase planning can create its own emotional effect. This study aims to determine the effect of price and store atmosphere on purchasing decisions at Mie Gacoan Medan City. The influence between price and store atmosphere will be analyzed partially and simultaneously on purchasing decisions. The form of research used in this research is quantitative research with an associative approach. The population in this study were 100 consumers of Mie Gacoan Medan. Sampling was carried out through nonprobability sampling technique with accidental sampling model, the number of respondents was 100 respondents. The data collection method used in this study was primary data obtained by distributing questionnaires while secondary data was obtained through library research. The data analysis method used is validity test, reliability test, classic assumption test, multiple linear regression analysis, and hypothesis testing. The research results show thatprice variable and store atmosphere variable partially and significantly influence purchasing decisions. Based on the coefficient of determination test, there is a very close relationship between price and store atmosphere on purchasing decisions with an R value of 0.644. Through the adjusted R square value, there is a 64.4% contribution from price and store atmosphere to employee performance. While the remaining 35.6% is influenced by other variables not explained in this study.