Analisis Pengaruh Lokasi Usaha, Harga dan Store Atmosphere Terhadap Keputusan Pembelian Pada UMK Pasar Apung Wisata Kalimas Surabaya. (Analysis of the Influence of Business Location, Price and Store Atmosphere on Purchasing Decisions at MSEs at the Kalimas Tourism Floating Market, Surabaya).

Hapsari, Niken Tri (2023) Analisis Pengaruh Lokasi Usaha, Harga dan Store Atmosphere Terhadap Keputusan Pembelian Pada UMK Pasar Apung Wisata Kalimas Surabaya. (Analysis of the Influence of Business Location, Price and Store Atmosphere on Purchasing Decisions at MSEs at the Kalimas Tourism Floating Market, Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini dilakukan di Pasar Apung Kalimas Surabaya. Penelitian ini dilakukan untuk mengatehui Pengaruh lokasi usaha, harga, dan store atmosphere terhadap keputusan pembelian konsumen di pasar apung wisata perahu Kalimas Surabaya yang dimana hal ini menjadi penting untuk dipelajari karena pasar apung tersebut memiliki karakteristik yang berbeda dengan pasar tradisional pada umumnya. Para pedagang di pasar apung tersebut perlu memahami faktor-faktor yang mempengaruhi keputusan pembelian konsumen agar mereka dapat meningkatkan penjualan dan mengoptimalkan strategi pemasaran mereka Metode penelitian yang digunakan adalah metode kuantitatif, dengan populasinya adalah warga Surabaya yang pernah melakukan pembelian pada UMK Pasar Apung Wisata Kalimas Surabaya, dan dengan tehnik pengambilan sampel menggunakan tehnik incidental sampling, serta menggunakan teknik analisis regresi linier berganda . Hasil penelitian ini adalah secara parsial lokasi usaha tidak memiliki penrgaruh dan tidak signifikan terhadap keputusan pembelian, secara parsial harga memiliki pengaruh dan signifikan terhadap keputusan pembelian, secara parsial store atmosphere tidak memiliki pengaruh dan tidak signifikan terhadap keputusan pembelian, dan secara simultan lokasi usaha, harga, dan store atmosphere memiliki pengaruh dan signifikan terhadap keputusan pembelian pada UMK Pasar Apung Wisata Kalimas Surabaya

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