PENGARUH PROMOSI PENJUALAN DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Toko Buku Togamas Petra Surabaya)
Abstract: Togamas Petra
Surabaya bookstore has implemented a vigorous sales promotion and provides an
attractive outlet display for customers to visit and shop in stores, but the
bookstore has experienced a decreased number of visitors and buyers in the
stores over the past few months. The purpose of this study is to analyze and
discuss the influence of sales promotion and store atmosphere towards purchase
decision on Togamas Petra Surabaya bookstore. This type of research is
conclusive research with quantitative approach. The population in this study is
the visitors who purchased books at the Togamas Petra Surabaya bookstore that
has a minimum age of 18 years old. Using non probability sampling as a sampling
method is and purposive sampling as a sampling technique. 210 sample was used.
The data analysis technique use multiple linear regression with SPSS program
for windows 23. The results of this study indicate that sales promotion
variables do not affect the purchase decisions of Togamas Petra Surabaya
bookstore and store atmosphere has influenced the purchasing decisions on
Togamas Petra Surabaya bookstore.
keywords: Sales promotion ,
store atmosphere, purchase decision
Penulis: MOCHAMAD ARIFIN
ZULKARNAIN
Kode Jurnal: jpmanajemendd180449
