Raihan Akbar Masridoewan, . (2023) PENGARUH STORE ATMOSPHERE, KEBERAGAMAN PRODUK, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO BUKU GRAMEDIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The Covid-19 pandemic phenomenon that has occurred has caused retail stores to experience a gradual decline in sales, one of which occurred at the Gramedia Bookstore. This research is quantitative research which aims to find out, prove and analyze the influence of store atmosphere, product diversity and location on purchasing decisions at the Gramedia Bookstore. The population sample used in this research was 100 consumers of the Gramedia bookstore in the JABODETABEK area using a purposive sampling technique. The data analysis technique used a Google Form questionnaire which was processed using descriptive data analysis techniques, validity testing and reliability testing. Hypothesis testing in this research involves analysis of the inner model, outer model, and t-statistical test using the Partial Least Square (PLS) method with the SmartPLS 4 application. The final results obtained in this research are (1) Store Atmosphere has no significant influence on decisions. purchases at the Gramedia bookstore (2) Product diversity has a positive and significant effect on purchasing decisions at the Gramedia bookstore (3) Location has a positive and significant effect on purchasing decisions at the Gramedia bookstore.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111057] [Pembimbing: Prasetyo Hadi] [Penguji 1: Maria Assumpta Wikantari] [Penguji 2: Rosali Sembiring Colia] |
| Uncontrolled Keywords: | Gramedia, Store Atmosphere, Product Diversity, Location, Purchasing Decisions |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Raihan Akbar Masridoewan |
| Date Deposited: | 20 Mar 2024 02:02 |
| Last Modified: | 20 Mar 2024 02:02 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28531 |
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