PENGARUH STORE ATMOSPHERE KELENGKAPAN PRODUK DAN EXPERIENTIAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI GUDANG KOSMETIK PURWOKERTO

Febbi, Amalia Hapsari (2023) PENGARUH STORE ATMOSPHERE KELENGKAPAN PRODUK DAN EXPERIENTIAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI GUDANG KOSMETIK PURWOKERTO. Skripsi thesis, UIN Prof. K. H. Saifuddin Zuhri.

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Abstract

Purchase decisions are consumer decisions about preferences over the brands that exist within the selection set. In a purchase decision made by consumers there are several important factors that the company should pay attention to when selling its products, such factors include the store atmosphere, product completeness and experiential marketing. The aim of this research is to analyze the influence of store atmosphere, product completeness and experiential marketing on purchasing decisions. The object of this study is cosmetics. The population in this study was consumers who bought cosmetics in the Purwokerto cosmetic warehouse. The sample in this study was 100 consumers. Sampling in this study is done using purposive sampling techniques. The type of data is primary. Data collection method using a questionnaire. The analytical technique used is double regression. The results of the analysis using SPSS show that: store atmosphere has a positive and significant influence on the purchase decision. product completeness positively and significantly influences the purchasing decision. experiential marketing has a negative and significant impact on the buying decision. Keywords: purchase decisions, store atmosphere, product completeness, experiential marketing.

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