Pengaruh Content Marketing, Product Variety dan Store Atmosphere Terhadap Keputusan Pembelian Toko Kosmetik Di Envio Store Surabaya. (The Influence of Content Marketing, Product Variety, and Store Atmosphere on Purchasing Decisions at Cosmetic Stores in Envio Store Surabaya).

Wahyudi, Tri Wulan Septi (2025) Pengaruh Content Marketing, Product Variety dan Store Atmosphere Terhadap Keputusan Pembelian Toko Kosmetik Di Envio Store Surabaya. (The Influence of Content Marketing, Product Variety, and Store Atmosphere on Purchasing Decisions at Cosmetic Stores in Envio Store Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In this study, the researcher used the object of research of a cosmetic store in the Surabaya area, precisely located in the Permata Shopping Complex, Rungkut Lor Ykp. Jl. Rungkut Asri Utara No.Kav.09-16, Rungkut Sub-district Surabaya. This study aims to test the Influence of Content Marketing, Product Veriety and Store Atmosphere on Cosmetic Store Purchase Decisions at Envio Store Surabaya. As one of the big cities in East Java, it has experienced significant growth in the beauty retail business in the city of Surabaya and has grown rapidly in recent years. With the increasing number of cosmetic stores popping up in the city of Surabaya, the competition between cosmetic store business people is becoming more and more fierce. This study uses a quantitative approach. The population used a sample of 96 respondents or customers of the Envio Store Surabaya Cosmetic Store using Google Form. The sampling technique used in this study is non-probability sampling and also uses purposive sampling techniques. The data analysis techniques used in this study are classical assumption tests, multiple linear regression tests and hypothesis tests and assisted by using SPSS version 25. Based on the results of the study, it is shown that Content Marketing, Product Veriety and Store Atmosphere have a significant effect on purchase decisions both directly and simultaneously, with variable contributions of 60.3% and the remaining 39.7% are influenced by other factors that were not studied in this study, such as Envio Store Surabaya store parking lot, Promotion, and Service Quality. Recommendations for researchers can further develop this study by conducting research on the factors that the researcher mentions and can use different samples and populations.

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