Pengaruh Physical Evidence dan Store Atmosphere Terhadap Keputusan Pembelian pada Toko Grosir Rofiq di Kabupaten Lumajang. (The Influence of Physical Evidence and Store Atmosphere on Purchase Decisions at Rofiq Grocery Stores in Lumajang Regency).

Maulidia, Maria (2024) Pengaruh Physical Evidence dan Store Atmosphere Terhadap Keputusan Pembelian pada Toko Grosir Rofiq di Kabupaten Lumajang. (The Influence of Physical Evidence and Store Atmosphere on Purchase Decisions at Rofiq Grocery Stores in Lumajang Regency). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The rapid economic growth in the wholesale business trade sector in Lumajang Regency makes wholesale business actors required to continue to innovate in the face of business competitors. One of them is at the Rofiq Wholesale Store in Lumajang Regency with the phenomenon that occurs in that consumers feel uncomfortable when shopping at the store because the place is too narrow, the goods are scattered and the smell is not good. Therefore, wholesale businesses must have a business strategy to deal with customers, one of which is Physical Evidence and Store Atmosphere. From these two variables, it can be seen whether purchasing decisions are influenced by Physical Evidence and Store Atmosphere. Therefore, this study was conducted with the aim of knowing whether there is an influence of Physical Evidence and Store Atmosphere on Purchasing Decisions at the Rofiq Wholesale Store in Lumajang Regency. The type of research used by the author is quantitative research methods. Quantitative research is data or information obtained in the form of numbers and passed by distributing questionnaires. The distribution of questionnaires in this study was carried out via google form to consumers of Rofiq Wholesale Stores in Lumajang Regency, totaling 100 respondents. The sampling technique used in this study is non-probability sampling which means that it does not provide equal opportunities or opportunities for each element or member of the population, and also uses purposive sampling techniques. The data analysis technique used in this study is the classical assumption test, multiple linear regression test and hypothesis testing, and in this study it was also assisted using SPSS version 26. The data analysis technique obtained in this study shows that Physical Evidence and Store Atmosphere have a joint (simultaneous) effect on purchasing decisions at the Rofiq Wholesale Store in Lumajang Regency.

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