PENGARUH HARGA DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA GRAMEDIA GAJAH MADA MEDAN

Abstract

Gramedia is a growing retail business that provides books and office stationery. This research aims to analyze the influence of price and store atmosphere on consumer purchasing decisions at Gramedia Gajah Mada Medan. The influence between price and store atmosphere will be analyzed partially and simultaneously on purchasing decisions. The results of the research show that the price variable (X1) does not have a significant effect on purchasing decisions. Meanwhile, the store atmosphere variable (X2) significantly affects purchasing decisions. Simultaneously, the price and store atmosphere variables influence purchasing decisions (Y). The coefficient of determination analysis, as indicated by the R2 value of 0.608 or 60.8%, means that the price and store atmosphere variables can explain 60.8% of the purchasing decision variable, while the remaining 39.2% is influenced by other variables such as service quality, location, or other variables not discussed in this study.