ANALISIS PENGARUH HARGA, KUALITAS PRODUK, KUALITAS PELAYANAN DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPUASAN KONSUMEN DI TOKO BLINK-BLINK JEMBER

Elizabeth Ayu Retno Putri; Nely Supeni; Ahmad Sauqi

doi:10.31967/prodimanajemen.v4i2.989

Elizabeth Ayu Retno Putri Institut Teknologi dan Sains Mandala
Nely Supeni Institut Teknologi dan Sains Mandala
Ahmad Sauqi Institut Teknologi dan Sains Mandala

DOI: https://doi.org/10.31967/prodimanajemen.v4i2.989

Keywords: Store Atmosphere, Fashion, Path Analysis, Accessories, Purposive Sampling

Abstract

Blink-Blink Jember is one type of shop in the field fashion which sells various kinds of product accessories. The purpose of this research is to find out whether there is an influence on price, product quality, service quality, and store atmosphere on purchasing decisions through consumer satisfaction at Blink-Blink Jember. With the population used, namely all consumers at Blink-Blink Jember and the number of samples used was 60 respondents with the sampling method purposive sampling. Data collection techniques used in this study using questionnaires and by using quantitative methods, while the analysis technique used is path analysis, sobel test, t test, and coefficients with the help of the SPSS 22.0 analysis tool. From the results of the tests that have been carried out, it is stated that: (1) the variable of service quality has a direct effect on the variable of consumer satisfaction. (2) the product quality variable has a direct effect on the purchasing decision variable. (3) consumer satisfaction has a direct effect on purchasing decision variables. (4) the service quality variable influences the purchasing decision variable through the consumer satisfaction variable at Blink-Blink Jember Stores.