Pengaruh Suasana Toko, Keragaman Produk, Dan Persepsi Harga Terhadap Keputusan Pembelian Pada Koperasi Karyawan Mustikatama Di Lumajang

  • Afiqotul Fitri STIE Widya Gama Lumajang
  • Mokhamad Taufik STIE Widya Gama Lumajang
  • Ainun Jariah STIE Widya Gama Lumajang
Keywords: Store Atmosphere, Product Diversity, Price Perception

Abstract

Mustikatama Employee Cooperative abbreviated as KKMT, is part of the modern market that provides a variety of daily needs products both basic and other needs. Convenience in the atmosphere of the shop at the KKMT is the patience of employees in tidying up goods after ransacked buyers, sounds the music relaxed, then the layout of a neat product, cleanliness of the room, coolers and air freshener. The selling price is also standard and slightly cheaper than other supermarkets. The purpose of this research is to know the influence of store atmosphere, product diversity, and perception of price as partial and simultaneous. Number of respondents 40 people who made purchases at KKMT in Lumajang. With multiple linear regression analysis method, the result of research indicate that partially only product diversity and price perception influence to purchase decision. While simultaneously store atmosphere, product diversity, and price perception have an effect on purchasing decision. This is evidenced by the coefficient determination of 0.792.

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Published
2018-08-24