Pengaruh Word Of Mouth dan Store Atmosphere terhadap Keputusan Pembelian pada Busana Muslim di Butik Widari Collection Garut
- TA Mahasiswa
- Risa Aisyah
- 24023116376 - S1 Manajemen
Abstrak
The purpose of this research is to know the influence of word of mouth and store atmosphere to the decision of consumer purchase in Muslim fashion in Widari Collection Garut. The hypothesis used in this study was the influence of word of mouth and store atmosphere to the decision of consumer purchase in Muslim clothing in Widari Collection Garut. This research uses descriptive and associative methods. Respondents of this study were as many as 96 respondents who were selected using non probability sampling methods with unknown populations sampling techniques. The analytical techniques used in this study are validity tests and reliability tests, multiple linear analyses, and hypothesis testing using the IBM SPSS Software version 24. The results of this study show that word of mouth partially affects significantly on consumer buying decisions. Store atmosphere has partial no significant effect on consumer buying decisions. Word of mouth and store atmosphere simultaneously affect consumer purchase decisions. The conclusion of this study was partially a word of mouth significant effect on consumer purchasing decisions. Store atmosphere did not significantly affect the consumer buying decision. And simultaneously word of mouth and store atmosphere have significant effect on consumer purchasing decisions.
Keywords: Consumer Purchase Decision, Store Atmosphere, Word of Mouth
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