Pengaruh Keragaman Produk, Kualitas Pelayanan dan Suasana Toko terhadap Keputusan Pembelian di Butik Nabila Lumajang

Abstract

This study aims to determine the effect of product diversity, service quality and store atmosphere partially and simultaneously on purchasing decisions at the Nabila Lumajang Boutique. The research method used in this study is a quantitative research method. The data obtained were analyzed use multiple linear regression.With the Simple Random Sampling method, 80 respondents were chosen as respondents in this study. The results showed that only partially the diversity of products and service quality that influence purchasing decisions. While the simultaneous diversity of products, service quality and store atmosphere significantly influence the purchase decision in Butik Nabila Lumajang with a coefficient of determination (R Square) obtained a value of 37.1%, which means the purchase decision can be explained by the variable product diversity, service quality and store atmosphere by 37.1%. While the remaining 62.9% of purchasing decisions are explained by other variables not examined in this study The implication of this research is to provide insights related to factors that decide consumers in making a purchasing decision seen from the diversity of products, service quality and store atmosphere.