Buying Decision: Ditinjau dari Store Atmosphere, Price, dan Word of Mouth Pada Toserba Duta Mojokerto

Abstract

Abstrak.Penelitian ini bertujuan untuk mengetahui pengaruh variabel buying decision (Y) ditinjau dari store atmosphere (X1), price (X2) dan word of mouth (X3) pada toserba Duta Mojokerto. Responden pada penelitian ini adalah konsumen toserba duta dengan teknik pengambilan sampel adalan incidental sampling. Dengan menggunakan rumus slovin, maka diperoleh sampel penelitian sebesar 124 orang. Teknik analisis data menggunakan uji validitas, uji reliabilitas, uji T (Parsial), uji F (Simultan), uji R² (Determinasi), serta analisis regresi linear berganda. Hasil uji T (Parsial) menunjukkan bahwa variabel X1 dan X2 tidak berpengaruh secara parsial, sedangkan variabel X3 berpengaruh secara parsial terhadap variabel Y. Hasil uji F (Simultan) menunjukkan bahwa variabel X1, X2 dan X3 memiliki pengaruh secara simultan pada variabel Y karena memiliki nilai signifikansi lebih dari 0.05. Besarnya pengaruh terlihat pada uji R² yaitu sejumlah 12%. Kata kunci: store atmosphere, price, word of mouth, buying decision. Abstract.This study aims to see the variable influence of purchasing decisions (Y) in terms of store atmosphere (X1), price (X2) and word of mouth (X3) at the Duta Mojokerto convenience store. Respondents in this study were consumers of Duta convenience store. the sampling technique using of incidental sampling. By using the Slovin formula, a sample of 124 people was obtained. The data analysis technique used the validity test, reliability test, T test, F test, R² test, and multiple linear regression analysis. The results of the T test (Partial) show that the variables X1 and X2 do not affect partially, while the X3 variable has a partial effect on variable Y.The results of the F test (Simultaneous) show that variables X1, X2 and X3 have a simultaneous effect on variable Y because they have significance value more than 0.05. The magnitude of the effect can be seen in the R2 test, which is 12%. Keywords: store atmosphere, price, word of mouth, buying decision.

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