RIFQI, HIDAYAT (2023) PENGARUH STORE ATMOSPHERE, HARGA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA BRAND OPPO DI GRAND CELLULAR JEMBER. Skripsi thesis, INSTITUT TEKNOLOGI DAN SAINS MANDALA.

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Abstract

ABSTRACT THE INFLUENCE OF STORE ATMOSPHERE, PRICE AND WORD OF MOUTH ON PURCHASING DECISIONS ON THE OPPO BRAND IN GRAND CELLULAR JEMBER This study aims to examine the effect of store atmosphere, price and word of mouth on purchasing decisions at the Oppo brand in Grand Cellular Jember. The research data was obtained from distributing questonnaires to research objects using the sampling technique developed by Roscoe in his book Research Methods Fof Business. This type of research is quantitative. The samples used in this study were customers who met the criteria in the study with a total of 40 respondents. Data analysis used validity tests, realibility tests, normality tests, multicolinearity tests, heteroscedasticity tests, multiple linear analysis tests, coefficient of determination tests (R 2 ) using the IBM SPSS Statistics program. The results of this study based on the results of simultaneous tests statistical calculations, it can be concluded that store atmosphere, price and word of mouth simultaneously influence purchasing decisions on the Oppo brand at Grand Cellular Jember. This is evidenced by the value of Fcoutnt > Ftable (16,871 >2,860) and a significance value of (0,000 <0,05) and a coefficient determination of 0,584 which means that the purchasing decision can be explained by the variable store atmosphere, price and word of mouth by 58,4% while the rest is explained by other variables not included in this study.while the result of the partial test research shwo that has no partial effect on purchasing decisions for the Oppo brand at Grand Cellular Jember. This is evidenced by the tcount < ttable (1,704 < 2,028) and signicance value of (0,097 > 0,05). Price has not partial effect on purchasing decisions for the Oppo brand at Grand Cellular Jember. This is evided by the value of tcount < ttable which is equal to (-0,173 < 2,028) and a significance value of (0,864 > 0,05). And word of mouth has a partial effect on pruchasing decisions for the Oppo brand at Grand Cellular Jember. This is evidenced by the value of tcount > ttable which is equal to (3,321 > 2,028) and a significance value of (0,002 < 0,05). Keywords : Store Atmosphere, price and Word of Mouth

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 05:19
Last Modified:	10 Feb 2025 05:19
URI:	http://repo.itsm.ac.id/id/eprint/931

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