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All Journal JAMBU AIR : Journal of Accounting Management Business and International Research
T. Putri Lindung Bulan
Universitas Samudra
Economics, Econometrics & Finance

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The Effect of Promotion and Store Atmosphere on Purchasing Decisions Intan Nurika; Erni Junaida; T. Putri Lindung Bulan
Jambu Air : Journal Of Accounting Management Business And International Research Vol 2, No 2 (2023): October 2023
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/jambu air.v2i2.790

Abstract

This study aims to determine the effect of promotion and store atmosphere on purchasing decisions at Toko Mas Indah, Langsa City. A sample of 96 respondents. The analytical method uses multiple linear regression, t test, F test and coefficient of determination test. The results of the t test state that promotional factors have a significant influence on purchasing decisions and store atmosphere has a significant influence on purchasing decisions. The results of the F test show that promotions and store atmosphere have a significant effect on purchasing decisions. The results of the coefficient of determination test (adjusted R2) obtained a value of 0.737 or 73.7%, this means that promotional variables, store atmosphere and service quality influence purchasing decisions. While the remaining 26.3% is influenced by other variables not examined in this study.
Co-Authors Erni Junaida Intan Nurika