PENGARUH STORE ATMOSPHERE DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN DI INDOGROSIR  BANDAR LAMPUNG

Berliana Fitriyani; Anggalia Wibasuri

doi:10.36448/jmb.v14i1.3469

PENGARUH STORE ATMOSPHERE DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN DI INDOGROSIR BANDAR LAMPUNG

Berliana Fitriyani, Anggalia Wibasuri

Abstract

This research aims to determine the influence of store atmosphere and sales promotions on purchasing decisions at Indogrosir Bandar Lampung. This research uses a quantitative type of research, sampling in this research uses a purposive sampling technique. Where the population in this study was 160 respondents who represented those who had shopped at Indogrosir Bandar Lampung. The method used in this research is multiple linear regression analysis. Research data was processed using Microsoft Excel and SPSS 20 software. The independent variables in this research were store atmosphere (X1), sales promotion (X2). The dependent variable in this research is purchasing decisions (Y). Hypothesis testing results that store atmosphere and sales promotions have a positive effect on purchasing decisions for Indogrosir Bandar Lampung. Indogrosir is expected to pay more attention to things that can influence purchasing decisions, namely store atmosphere, promotions and location so that it can have a good effect so that what the company hopes can be achieved optimally. In the sales promotion aspect, Indogrosir in Bandar Lampung can provide attractive discount coupons more often on certain days such as holidays, customer birthdays, and various other interesting promotions to attract customers to visit again.

Keywords

Store atmosphere, sales promotions, and purchasing decisions.

Full Text:

PDF

References

Aditya Perkasa. 2018. Pengaruh Store Atmosphere Dan Kebijakan Harga Terhadap Keputusan Pembelian Di Giant Tlogosari Semarang. Diponegoro Journal Of Social And Political Science.

Barry Berman dan Joel Evans. 2013. Pengaruh Store Atmosphere terhadap Minat Beli Konsumen pada Resort Cafe Atmosphere Bandung. Jurnal Bisnis dan Ekonomi. 17 (2).

Christina Widya Utami. 2010. Manajemen Ritel Edisi 2. Salemba Empat. Jakarta.

Fandy Tjiptono dan Anastasia Diana. 2016. Pemasaran Esesi dan Aplikasi. Andi Offset. Yogyakarta.

Friedha Thania. 2018. Pengaruh Promosi Penjualan Dan Store Atmosphere Terhadap Keputusan Pembelian Di Lottemart Marvell City Surabaya. Jurnal Pendidikan Tata Niaga (JPTN). Universitas Negeri Surabaya. 5 (1).

Ignatius. 2015. Pengaruh Suasana Toko (Store Atmosphere) dan Lokasi Terhadap Minat Beli Konsumen (Studi Kasus Pada Distro Koffin Storedi Yogyakarta). Yogyakarta: Universitas Sanata Dharma. Jurnal Ilmu dan Riset Akuntansi. 4 (4).

Indrayani Komang Devi. 2022. Pengaruh Suasana Toko, Promosi Dan Lokasi Terhadap Keputusan Pembelian Sparepart Pada Edie Arta Grosir Cabang Bungkulan Di Kota Singaraja. Jurnal Bisnis Kompetitif. 1 (2).

Jerry C. Olson dan Peter J. Paul. 2014. Perilaku Konsumen dan Strategi Pemasaran. Edisi Sembilan. Buku 2. Penerbit Salemba Empat. Jakarta.

Junni Kalangi. 2019. Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Shampoo Clear. Jurnal Administrasi Bisnis. 8 (1).

Kotler dan Keller. 2016. Manajemen Pemasaran Edisi 12 Jilid 1 dan 2. Jakarta: PT. Indeks.

Lachram. 2020. Pengaruh Electronic Word of Mouth Di Media Sosial Twitter Terhadap Keputusan Pembelian Pada Restoran Cepat Saji Hoka Hoka Bento. Fakultas Ekonomi dan Bisnis. Universitas Brawijaya. 2 (1).

Mishra. 2011. Pengaruh Bonus Pack dan Price Discount terhadap Impulse Buying pada Konsumen Giant Hypermarket Diponegoro Surabaya. Fakultas Ekonomi Universitas Negeri Surabaya.

Nizar Satya Diawan. 2016. The Influence Of Store Atmosphere On Purchase Decision And Customer Satisfaction (Case Study On Indomaret Customers Jl. Raya Tlogomas No. 37 Malang). 30 (1).

Nopendra. 2022. The Effect of Product Quality, Store Atmosphere, and Promotion on Purchase Decisions at Hagaa Coffee Shop Malang. Jurnal Manajemen Bisnis dan Kewirausahaan, Jamanika June Vol.02 No.02.

Peter dan Olson. 2014. Perilaku Konsumen dan Strategi Pemasaran. Terjemahan. Jakarta: Erlangga Priansa, 2017. Komunikasi Pemasaran Terpadu Pada Era Media. Sosial. Bandung: CV Pustaka Setia.

Roger Cox dan Paul Brittain. 2014. Pengaruh Store Atmosphere Terhadap Keputusan Pembelian dan Kepuasan Pelanggan. Jurnal Administrasi Bisnis. 15 (2).

Saladin, Djaslim. 2016. Manajemen Pemasaran, Analisis Perencanaan Pelaksanaan, Unsur-Unsur Pemasaran. Bandung: CV. Linda Karya.

Sezgin, M. 2014. The Influence Store Atmosphere to Repurchase Intention Towards Consumer Emotion and Purchase Decision. Journal of Bussiness Economic.

Suliyanto, 2018. Metode Penelitian Bisnis untuk Skripsi, Tesis, dan Disertasi. Yogyakarta: Andi Offset.

Sutisna, 2012. Perilaku Konsumen dan Komunikasi Pemasaran. Bandung : PT. Remaja.

Rusdakarya Syazkia dan Yuliati. 2018. Pengaruh Bonus Pack Dan Price Discount Terhadap Impulse Buying Pada Konsumen PT. Lion Super Indo Gerai Antapani. Fakultas Komunikasi dan Bisnis. Universitas Telkom.

Utami Christina W. 2012. Manajemen Ritel. Edisi Kedua. Salemba Empat, Jakarta.

Wahyuni, S. dan Raharjo, S, 2019. Pengaruh Store Image dan Store Atmosphere terhadap Impulse Buying pada Konsumen Daffina Swalayan di Tenggarong, 19 (1), 53-62.

Yanti. 2020. Pengaruh Bonus Pack Dan Price Discount Terhadap Impulse Buying Pada Konsumen Giant Hypermarket Diponegoro Surabaya. Fakultas Ekonomi, Universitas Negeri Surabaya.

DOI: http://dx.doi.org/10.36448/jmb.v14i1.3469