The influence of product diversity, store atmosphere, and service quality towards customer purchase decision at swalayan Maju Bersama Kapten Muslim Medan

Dinata, Mascow (2024) The influence of product diversity, store atmosphere, and service quality towards customer purchase decision at swalayan Maju Bersama Kapten Muslim Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Swalayan Maju Bersama Kapten Muslim has had to contend with a number of issues, such as heightened competition from internet retailers, the COVID-19 pandemic's financial impact, and shifting consumer preferences. Initially, the financial strain of the epidemic caused a decline in consumer purchasing. The purpose of this research is to find out the influence of the independent variables, named Product Diversity, Store Atmosphere and Service Quality to the dependent variable, which is Consumer Purchase Decision. There are four hypotheses to be tested. Quantitative research was employed in this study. The use of the questionnaire serves as the source of the data. The research is using Lemeshow formula to determine the sample size, which is 97 people who have ever visited Swalayan Maju Bersama Kapten Muslim Medan. The study used SPSS Version 27 as the tool to conduct multiple linear regression analysis. The research results in Product Diversity, Store Atmosphere, and Service Quality simultaneously affect Consumer Purchase Decision at Swalayan Maju Bersama Kapten Muslim Medan. Partially of Product Diversity, Store Atmosphere, and Service Quality each has a partial positive significant influence on Consumer Purchase Decision. According to this study, Swalayan Maju Bersama Kapten Muslim Medan customers' purchase decision to buy are greatly influenced by the Store Atmosphere, Product Diversity, and Service Quality. Improving these areas can raise customer happiness, sales, and loyalty, highlighting the necessity of ongoing enhancements to sustain competitiveness and growth./ Swalayan Maju Bersama Kapten Muslim harus menghadapi sejumlah masalah, seperti meningkatnya persaingan dari pengecer online, dampak finansial dari pandemi COVID-19, dan perubahan preferensi konsumen. Awalnya, tekanan finansial akibat pandemi menyebabkan penurunan dalam pembelian konsumen. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh variabel independen, yaitu Keragaman Produk, Atmosfer Toko, dan Kualitas Layanan terhadap variabel dependen, yaitu Keputusan Pembelian Konsumen. Terdapat empat hipotesis yang akan diuji. Penelitian ini menggunakan pendekatan kuantitatif. Kuesioner digunakan sebagai sumber data. Penelitian ini menggunakan rumus Lemeshow untuk menentukan ukuran sampel, yaitu 97 orang yang pernah berkunjung ke Swalayan Maju Bersama Kapten Muslim Medan. Studi ini menggunakan SPSS Versi 27 sebagai alat untuk melakukan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa Keragaman Produk, Atmosfer Toko, dan Kualitas Layanan secara simultan memengaruhi Keputusan Pembelian Konsumen di Swalayan Maju Bersama Kapten Muslim Medan. Secara parsial, masing-masing variabel Keragaman Produk, Atmosfer Toko, dan Kualitas Layanan memiliki pengaruh positif signifikan terhadap Keputusan Pembelian Konsumen. Menurut penelitian ini, keputusan pembelian pelanggan Swalayan Maju Bersama Kapten Muslim Medan sangat dipengaruhi oleh Atmosfer Toko, Keragaman Produk, dan Kualitas Layanan. Meningkatkan ketiga aspek ini dapat meningkatkan kepuasan pelanggan, penjualan, dan loyalitas, yang menekankan pentingnya perbaikan berkelanjutan untuk mempertahankan daya saing dan pertumbuhan.
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Dinata, Mascow
NIM03011210082
mascowdinata2244@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Putra, Ali Syah
NIDN0108128102
ali.putra@lecturer.uph.edu
Uncontrolled Keywords: Product Diversity; Store Atmosphere; Service Quality; Consumer Purchase Decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Mascow Dinata
Date Deposited: 27 Mar 2025 04:20
Last Modified: 27 Mar 2025 04:20
URI: http://repository.uph.edu/id/eprint/67978

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