THE EFFECT OF PRODUCT DISPLAY, PRODUCT COMPLETENESS, PRICE, LOCATION, AND STORE ATMOSPHERE ON PURCHASE DECISIONS  AT RAMAI JAYA RAMBIPUJI STORE, JEMBER

Susiyanti Susiyanti; Yuniorita Indah Handayani; Karim Budiono

doi:10.31967/jembar.v2i2.1265

Susiyanti Susiyanti Mandala Institute of Technology and Science
Yuniorita Indah Handayani Mandala Institute of Technology and Science
Karim Budiono Mandala Institute of Technology and Science

DOI: https://doi.org/10.31967/jembar.v2i2.1265

Keywords: Product Display, Product Completeness, Price, Location, and Store Atmosphere.

Abstract

This study aims to determine the effect of product display, product completeness, price, location, and store atmosphere on purchasing decisions at Ramai Jaya Rambipuji Jember stores. The population in this study are consumers who have bought products at Ramai Jaya stores. The sample used was 60 respondents, the sampling technique used was purposive sampling, using the type of research, namely a quantitative approach. The analysis method uses multiple linear regression analysis with the help of SPSS 20. The tests used are data instrument test (validity and reliability test), classical assumption test (normality test, multicollinearity, and heteroscedasticity test), multiple linear regression analysis, coefficient of determination (R2), hypothesis testing (test and F test). The results showed that product completeness and location partially had a significant effect on purchasing decisions; product display, price and store atmosphere partially had no significant effect on purchasing decisions; and product display, product completeness, price, location, and store atmosphere simultaneously have a significant effect on purchasing decisions.