PENGARUH STORE ATMOSPHERE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA INDOMARET PLUS SOEKARNO-HATTA 1 A-D KOTA PEKANBARU DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING

Abstract

This study aims to analyze the effect of store atmosphere and product quality on purchasing decisions at Indomaret plus Soekarno-Hatta 1 A-D Pekanbaru City with consumer satisfaction as an intervening variable. This research was conducted on all consumers or customers who came to Indomaret Plus Soekarno-Hatta 1 AD Pekanbaru City in August 2020 with a total of 19,876 consumers or customers by taking Accidental Sampling (random sampling) and using the formula slovin. So, the sample in this study was 100 people. The data analysis technique used path analysis and multiple linear regression test. Based on the results of the analysis found that Store Atmosphere has a significant positive effect on Purchase Decisions, Product Quality has a significant positive effect on Purchase Decisions, Store Atmosphere has a significant positive effect on Consumer Satisfaction, Product Quality has a significant positive effect on Consumer Satisfaction, Purchase Decisions have a significant positive effect on Consumer Satisfaction, Store Atmosphere (X1) through Consumer Satisfaction (Y2) has a significant influence on Purchase Decisions (Y1), Product Quality (X2) through Consumer Satisfaction (Y2) has no significant effect on Purchase Decisions (Y1)

Keywords: Store Atmosphere, Product Quality, Communication, Purchase Decision, Consumer Satisfaction