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All Journal JURNAL ILMIAH MANAJEMEN BISNIS DAN TERAPAN Jurnal Pengabdian Masyarakat Jurnal Masyarakat Madani Indonesia
Imas Permatasari
Politeknik Negeri Sriwijaya
Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Journal : JURNAL ILMIAH MANAJEMEN BISNIS DAN TERAPAN

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The Effect of Store Atmosphere towards Student Purchase Decision Ilham Prawidi Sakti; Imas Permatasari; Andriansyah Bari
JEMBATAN Vol 20, No 1 (2023)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbt.v20i1.19467

Abstract

This study aims to determine the relationship between store atmosphere (cleanliness, scent, temperature, lighting, and layout) with purchasing decisions in the learning lab of the Politeknik Negeri Sriwijaya Department of Business Administration. The type of this research is descriptive and quantitative. This research uses a sample of 126 respondents through questionnaires. The sample of this study consisted of all customers who made transactions in the learning lab of the Department of Business Administration, Politeknik Negeri Sriwijaya Palembang. This study uses multiple linear regression analysis using SPSS software. The results of this study indicate that the variables of cleanliness, scent, temperature, and layout have a significant influence on purchasing decisions. While the lighting variable has a less significant effect on purchasing decisions. The results of this study can be concluded that store atmosphere has a significant effect on purchase decision at Business Teaching Factory di Politeknik Negeri Sriwijaya, with scent has the strongest effect while lighting has the least effect.
Co-Authors Andriansyah Bari Anggia Jesica Dati Claudya Nurcahaya Dendi Irawan Dika Setiagraha Fitriani Fitriani Frianka Anindea Heni Yuvita Ilham Prawidi Sakti Khalia Silvia Maisyarani Melisa Kurnia Asfitri Raras Risia Yoganusmurti Rizal Afif A. Napitupulu Septini Kumalaputri Tsurayya Syarif Zain Welan Mauli Angguna Yoga Aji Nugraha