Impact of Store Atmosphere and Service Quality towards Purchasing Decisions on Bakery Store in Sidoarjo, Indonesia
Dampak Suasana Toko dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Toko Roti di Sidoarjo, Indonesia
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(1) * Januar Ari Ramdan
Universitas Muhammadiyah Sidoarjo
Indonesia
(2) Dewi Komala Sari Universitas Muhammadiyah Sidoarjo
Indonesia
(*) Corresponding Author
Abstract
This study aims to determine the effect of Store Atmosphere and Service Quality on Purchasing Decisions. The object of research Is the consumers of UD. Lumbung Sari Bakery in Sidoarjo. The sample collection method uses non probability sampling and obtained 100 respondents using incidental sampling techniques. The research approach uses a quantitative approach and data analysis tools using multiple linear regression with SPSS version 18 application. The results of this study prove that Store atmosphere and Service quality simultaneously influence purchasing decisions. Store atmosphere has a significant effect on purchasing decisions, and Service quality has a significant effect on purchasing decisions.
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Copyright (c) 2019 Januar Ari Ramdan, Dewi Komala Sari
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