Pengaruh Store Atmosphere, Design Product dan Celebrity Endorser Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) Le Mineral (Studi : Kantin Sekolah Menengah Atas Negeri di Kecamatan Lumajang)

Abstract

This research is a quantitative research by looking for associative relationship which is causal or research that is asking about the relationship between two or more variables and causal. The purpose of this research is to know the influence of store atmosphere on purchasing decision and product design to purchase decision, and the influence of celebrity endorser to purchase decision and also influence store atmosphere, product design, celebrity endorser to purchase decision of Le Minerale AMDK in SMA N se Lumajang Sub- . The result of research to 60 respondents by using multiple linear regression analysis is significant influence of store atmosphere to purchase decision, there is significant influence of product design to purchase decision, there is significant influence of celebrity endorser to purchasing decision, and there is significant influence simultaneously store atmosphere, , celebrity endorser to purchase decision of Le Minerale AMDK at SMA N se Lumajang Subdistrict. The resulting multiple linear regression function is Y = -9.792 + 0.460X1 + 0.356X2 + 0.399X3. The result of
determination coefficient shows that 78,1% of Le Minerale AMDK purchase decision at SMAN student in Lumajang sub-district can be explained by independent variable that is store atmosphere, design product, celebrity endorser, while the remaining 21,2% purchase decision of AMDK Le Minerale at students of SMA N se-Kecamatan Lumajang influenced by other variables that are not examined in this study. The limitation of this research is just researching store atmosphere, product design, celebrity endorser as a factor influencing purchasing decision, while other variables that can influence purchasing
decision are expected to be examined by next researcher in different period and place.