The Effect Of Store Atmosphere, Location, And Discount Prices On Purchasing Decisions At Matahari Department Store Bengkulu
Abstract
This research is a type of quantitative research, namely systematic scientific research on parts and phenomena and the causality of their relationships. Research Objectives Based on the background and formulation described above, the research objective is to find out: determine the influence of store atmosphere on purchasing decisions at Matahari Does the Bengkulu Department Store have a partial effect? Knowing the influence of location on purchasing decisions at Matahari Department Store Bengkulu does it have a partial effectAs a result of the research, the following conclusion can be made: There is an influence of store atmosphere (X1) on the purchasing decision (Y) of Matahari Department Store Bengkulu with a sig value of 0.000 < 0.05 and tcount> ttable (6.760>0.1660) thus Ho is rejected and Ha accepted. From the significance value obtained, variable X influences purchasing decisions (Y). There is an influence of location (X2) on the purchasing decision (Y) of Matahari Department Store Bengkulu with a sig value of 0.005 < 0.05 and tcount> ttable (8.427>0.1660) thus Ho is rejected and Ha is accepted. From the significance value obtained, the variable X2 influences purchasing decisions (Y). There is an influence of diaplay (X3) on the purchasing decision (Y) of Matahari Department Store Bengkulu with a sig value of 0.004 < 0.05 and tcount> ttable (6.909>0.1660) thus Ho is rejected and Ha is accepted. From the significance value obtained, the variable X3 influences purchasing decisions (Y). Store atmosphere, location and discount prices together influence purchasing decisions with a Fsig value < α where Fsig is 0.000 and the Fcount value is 9.323, > Ftable 2.69.
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