Pengaruh suasana lingkungan toko terhadap keputusan pembelian konsumen pada Toko Reni Jaya Cabang Majalengka

Abstract

This research aims to collect data and information about the influence of the store
environment on consumer purchasing decisions at the Reni Jaya Store,
Majalengka Branch. Then the data obtained will be poured in the form of writing
a thesis as one of the requirements in obtaining a Bachelor of Management
degree. The research method used is descriptive and verification methods. The
population in this study is all consumers of the Reni Jaya Store, Majalengka
Branch, Majalengka Regency, which is not known for sure. The sample obtained
was 96 respondents using a sampling technique, namely probability sampling
with simple random sampling. The instrument used is a questionnaire. The
variables used in this study consisted of independent variables and dependent
variables. The independent variable is the Atmosphere of the store environment.
In contrast, the dependent variable is the purchase decision variable (Y).
Hypothesis testing was analyzed using simple linear regression, correlation
coefficient analysis, determination, and t-test. The results of hypothesis testing
indicate that the environmental Atmosphere (X) influences the Purchase Decision
(Y). This can be seen from the value of tcount (12.2991), which is greater than
the value of ttable (1.66123). The environmental Atmosphere (X) has an influence
of 61.67% on the purchasing decision variable (Y), and the remaining 38.33% is
influenced by other variables outside of this study. The correlation coefficient
value of 0.7853 indicates a strong relationship between environmental conditions
and purchasing decisions at the Reni Jaya Store, Majalengka Branch,
Majalengka Regency. The regression model is as follows: Y = 1.72 + 0.46X. The
constant value means that when X is 0, then Y is 1.72. In contrast, the regression
coefficient b means that in every positive environmental Atmosphere (X), the
purchase decision (Y) will increase by 0.46 units.