Pengaruh Atmosfer Toko dan Diskon Terhadap Keputusan Pembelian pada Produk Fashion di Lippo Plaza Jember

Abstract

This study aims to determine the influence of store atmosphere and discount on purchasing decision on fashion product at Lippo Plaza Jember. The type of this research is quantitative research. The location of this research is Lippo Plaza Jember. The population is consumers of Lippo Plaza Jember. Data collection using questionnaires distributed through google forms. This study uses purposive sampling method. The sample in this study is consumers who make purchases on fashion products at Lippo Plaza Jember. Determination of the number of research samples using the Lemeshow and obtained 100 respondents. Data processing is using SPSS 25.0 for windows. Based on the results of testing, the hypothesis concluded that the first and second hypotheses are accepted, this is proven through t count > t table. The coefficient of determination in this study was 0.754, meaning that the contribution of store atmosphere and discounts to purchasing decision on fashion product at Lippo Plaza Jember was 75.4%, while the rest was influenced by other variables that were not studied in this research.