Pengaruh Store Atmosphere, Promosi, dan Kualitas Pelayanan terhadap Keputusan Pembelian  (Studi pada Konsumen Indomaret di Kota Makassar)

Husnul Khatimah Idris; Evinda Kanaya Maharani; Nurhikma Nurhikma

doi:10.30640/ekonomika45.v13i2.6704

Authors

Husnul Khatimah Idris Universitas Negeri Makassar
Evinda Kanaya Maharani Universitas Negeri Makassar
Nurhikma Nurhikma Universitas Negeri Makassar

DOI:

https://doi.org/10.30640/ekonomika45.v13i2.6704

Keywords:

Indomaret, Promotion, Purchase Decision, Service Quality, Store Atmosphere

Abstract

This study was conducted with the primary objective of gaining an in-depth understanding of the influence of store atmosphere, promotions, and service quality on consumers’ purchasing decisions at Indomaret retail stores in Makassar City. The research employs a quantitative approach with a causal-associative research design to examine the relationships and effects among the variables under study. The population of this research includes all consumers who have shopped at Indomaret in Makassar City, with the total population being indeterminate. A total of 85 respondents were selected as the sample using a non-probability sampling technique with a purposive sampling approach. Data collection was carried out by distributing questionnaires to consumers based on their personal shopping experiences at Indomaret Makassar. The collected data were then analyzed using SmartPLS software. This method was chosen because the company does not have precise data on the total population of consumers. The results of the study indicate that, individually, store atmosphere, promotions, and service quality have a positive and significant effect on consumers’ purchasing decisions at Indomaret in Makassar City.

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