Faktor – Faktor Yang Mempengaruhi Konsumen Dalam Keputusan Berbelanja Pada Sumber Plastik Swalayan Lumajang

Abstract

This study aims to determine the factors that influence consumers in shopping decisions at Lumajang Supermarket Plastic Sources. The population in this study are consumers who make purchases at Lumajang Supermarket Plastic Sources. The number of samples in this study were 80 respondents. The sampling technique used is Non Probability Sampling using purposive sampling techniques and the method used in this study uses observation, questionnaires, and interviews. Data analysis method used is multiple linear regression analysis with t test and F test to determine the partial effect between the variables studied and the effect of variables together - simultaneously. The results showed that partially the merchandise and service quality variables had a significant positive effect on shopping decisions, while the store atmosphere variable had no significant effect on shopping decisions. Simultaneously that the variable store atmosphere, marchindese, service quality significantly influence shopping decisions