Ridjal, Andi Muhammad Zakaria (2017) Pengaruh Atmosfer Toko, Promosi Dan Layanan Terhadap Keputusan Pembelian Konsumen Pada Matahari Tunjungan Plaza Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
This study aims to determine the influence of the store atmosphere, promotions as well as services to the consumer purchase decision. The service can be good when the quality of the services provided by retail company can satisfy the customers, by giving good service can create the satisfaction customer and loyalty. The method of this study used is collecting the data through questionnaires by total sample was 100 respondents using linear regression and hypothesis Anova and T-test through SPSS 20.0 for windows.The results of this study aimed to know the store atmosphere influence on consumer purchasing decision at PT. Matahari Department Store. Tbk Tunjungan Plaza Surabaya. The Store atmosphere can attract of consumers to know more in everything offered by the store. The quality of service is a capital that can be used as the main factors that should be owned by every retail sale to the satisfaction consumer. Promotional activities is one way that can attract consumer purchases even unexpected purchase by the consumer. The significant improvement could be seen both simultaneous and partial toward consumer purchasing decision at PT. Matahari Department Store. Tbk Tunjungan Plaza Surabaya. Key words: Store Atmosphere, Service, Promotion, and Consumer Purchase Decision.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Magang Magang |
| Date Deposited: | 22 Nov 2019 07:52 |
| Last Modified: | 22 Nov 2019 07:52 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/4384 |
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