PURCHASE DECISIONS AFFECTED BY SHOP ATMOSPHERE, PRICE AND QUALITY OF SERVICE

Fiderius Ismanto; Nuruddin Mahmud

Authors

Fiderius Ismanto Sekolah Tinggi Ilmu Ekonomi Anindyaguna Semarang
Nuruddin Mahmud Sekolah Tinggi Ilmu Ekonomi Anindyaguna Semarang

Keywords:

Atmosphere Shop, Price, Quality Services and Purchasing Decisions

Abstract

This study aims to examine the Effect of Store Atmosphere, Price, and Quality Service To Decision Purchase consumers This sampling technique using nonprobability sampling , with one of the methods used is purposive sampling . Research this data using questionnaire with a sample of 100 respondents. data that obtained then analyzed with program SPSS.Results study this is: (1) Atmosphere Shop influential positive and significant to Purchase Decision . (2) Price has a negative effect on Decision Purchase (3) quality service influential positive and significant to Decision Purchase and (4) in a manner together Atmosphere Shop and Quality Service influential positive and significant to Decision Purchase consumer .

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