The influence of store atmosphere and promotion towards customer purchase decision at Miniso Sun Plaza Medan

Angeline, Angeline (2022) The influence of store atmosphere and promotion towards customer purchase decision at Miniso Sun Plaza Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Store atmosphere is crucial in attracting the customers to enter the store. Promotion is also important in attracting the customers to buy products from a store. This study is to determine the influence of store atmosphere and promotion on customer purchasing decision at Miniso Sun Plaza Medan. The questionnaire was distributed to 96 respondents who had purchased products from Miniso Sun Plaza Medan. This research uses quantitative method, descriptive statistics, validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test and hypothesis test. The normality test result is 0.159 which means the data is normally distributed. From multicollinearity test result, the tolerance value is 0.979 and the VIF value is 1.021 which means multicollinearity does not exist. From heteroscedasticity test result, the significant value of store atmosphere is 0.012 and the significant value of promotion is 0.000. From multiple linear regression, the result is Y=7.214+0.254X1+0.725X2. The coefficient of determination (R2) is 0.331 indicating store atmosphere and promotion have influence on customer purchase decision at Miniso Sun Plaza Medan. From t-test result, store atmosphere score is 2.545 and promotion score is 6.582. This indicates that H1 and H2 is accepted: Store atmosphere influences customer purchase decision at Miniso Sun Plaza Medan and Promotion influences customer purchase decisions at Miniso Sun Plaza Medan. From F test, the value of f-count is 22.959 with sig value 0.000 indicating that H3 is accepted: there is significant simultaneous positive effect between Store Atmosphere and Promotion on the Customer Purchase Decision at Miniso Sun Plaza Medan./ Suasana toko sangat penting dalam menarik pelanggan untuk memasuki toko. Promosi juga penting dalam menarik pelanggan untuk membeli produk dari toko. Penelitian ini untuk mengetahui pengaruh store atmosphere dan promosi terhadap keputusan pembelian pelanggan di Miniso Sun Plaza Medan. Kuesioner disebarkan kepada 96 responden yang pernah membeli produk dari Miniso Sun Plaza Medan. Penelitian ini menggunakan metode kuantitatif, statistik deskriptif, uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas dan uji hipotesis. Hasil uji normalitas adalah 0,159 yang berarti data berdistribusi normal. Dari hasil uji multikolinearitas didapatkan nilai tolerance sebesar 0,979 dan nilai VIF sebesar 1,021 yang berarti tidak terdapat multikolinearitas. Dari hasil uji heteroskedastisitas diperoleh nilai signifikan store atmosphere sebesar 0,012 dan nilai signifikansi promosi sebesar 0,000. Dari regresi linier berganda diperoleh hasil Y=7.214+0.254X1+0.725X2. Koefisien determinasi (R2) sebesar 0,331 menunjukkan store atmosphere dan promosi berpengaruh terhadap keputusan pembelian konsumen pada Miniso Sun Plaza Medan. Dari hasil uji-t diperoleh skor store atmosphere 2,545 dan skor promosi 6,582. Hal ini menunjukkan bahwa H1 dan H2 diterima: Store atmosphere berpengaruh terhadap keputusan pembelian pelanggan di Miniso Sun Plaza Medan dan Promosi berpengaruh terhadap keputusan pembelian pelanggan di Miniso Sun Plaza Medan. Dari uji F diperoleh nilai f-hitung sebesar 22,959 dengan nilai sig 0,000 yang menunjukkan bahwa H3 diterima: terdapat pengaruh positif simultan yang signifikan antara Store Atmosphere dan Promosi terhadap Keputusan Pembelian Konsumen Miniso Sun Plaza Medan.

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