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 |