| dc.description.abstract | The competitive competition has required Rindang Khatulistiwa to implement the
right marketing strategies to make consumers come to the store. The strategies used
were store atmosphere and store location. The store atmosphere is the management
of store layout, lighting, music rhythm and servant hospitality. The store location is
in the form of choosing strategic location which is easily accessible to consumers
and has an easy and smooth access. Based on the phenomena and several previous
studies that have been described, the researchers were interested in conducting
research on the effect of store atmosphere and store location on purchasing
decisions at Rindang Khatulistiwa Store. This Non-Probability Sampling research
employed a quantitative approach with an Accidental Sampling approach. The
population in this study was 161,499 consumers of Rindang Khatulistiwa who
purchased in 2017, while the sample was 100 respondents. Data were analyzed by
using validity test, reliability test, normality test, multicollinearity test,
heteroscedasticity test, multiple linear regression analysis, and hypothesis testing.
The result of multiple linear regression analysis was Y = 12,852 + 0,182 + 0,244 +
e. It indicated that there was positive effect of variables X1 and X2 on variable Y.
The result of t test could be seen that t count> t table that was 3,363> 1,984 for store
atmosphere and 2,969> 1,984 for store location, then the hypothesis was acceptable.
R2 test result showed a value of 56.2%. It indicated that the effect of store
atmosphere and store location on purchasing decisions at Rindang Khatulistiwa was
56.2%, and 43% was influenced by other factors outside this research. | en_US |
