Pengaruh Store Atmosphere dan Kualitas Pelayanan pada Gramedia Jember

Abstract

This research aims to determine the influence of store atmosphere and service quality on purchasing decisions both simultaneously and partially. This research uses a causal quantitative research design. The subjects in this research were 140 Gramedia Jember consumers people with the objects used in this research are store atmosphere, service quality and purchasing decisions. Method of collecting data the questionnaire used was a questionnaire and the analysis technique used was multiple linear regression analysis. The results of this research are (1) store atmosphere and service quality have a significant influence on purchasing decisions. (2) store atmosphere has a significant effect on purchasing decisions. (3) service quality has a positive and significant effect purchase