PENGARUH STORE ATMOSPHERE, KUALITAS PELAYANAN, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA EXTERIOR STORE SURABAYA

JAELANI, SYAIFULLAH YUSUF (2025) PENGARUH STORE ATMOSPHERE, KUALITAS PELAYANAN, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA EXTERIOR STORE SURABAYA. [Tugas Akhir/Skripsi] (Unpublished)

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Abstract

This research examines "THE INFLUENCE OF STORE ATMOSPHERE, SERVICE QUALITY, AND WORD OF MOUTH ON PURCHASING DECISIONS IN EXTERIOR STORE SURABAYA". The purpose of this research is to determine the influence of store atmosphere, service quality, and word of mouth on purchasing decisions at the Exterior Store Surabaya. The independent variables in this research are store atmosphere (X1), service quality (X2), and word of mouth (X3), while the dependent variable is purchasing decisions (Y). This research uses quantitative methods where this research emphasizes hypothesis testing, the data used must be measurable. The data sources used are primary and secondary data. Determination of the sample size was carried out using a non�probability sampling method, with a purposive sampling procedure. The sample taken was 80 respondents with the criteria for respondents being Surabaya people aged 17 years and over and who had made direct purchases at the Exterior Store Surabaya. Hypothesis testing was carried out using multiple linear regression analysis. Based on the conclusions obtained in this research, the store atmosphere do not have a significant effect on purchasing decisions at the Exterior Store Surabaya, service quality has a significant effect on purchasing decisions at the Exterior Store Surabaya, word of mouth has a significant effect on purchasing decisions at the Exterior Store Surabaya. Keywords: Store Atmosphere, Service Quality, Word Of Mouth, and Purchasing Decisions

Item Type:	Tugas Akhir/Skripsi
Subjects:	H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	SYAIFULLAH YUSUF JAELANI
Date Deposited:	11 Mar 2025 06:16
Last Modified:	11 Mar 2025 06:16
URI:	http://erepository.uwks.ac.id/id/eprint/19553

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