PENGARUH PERSEPSI KONSUMEN DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA BASKO GRAND MALL (STUDI PADA MASYARAKAT KOTA PADANG)
Mega Sundari and
No 7c54k, OSF Preprints from Center for Open Science
Modern retail business continues to grow in Indonesia is a very promising market. business people must be able to apply the right strategy to make consumer purchasing decisions in the retail market. Consumer perceptions and store atmosphere one of the factors that can influence consumer purchasing decisions. This research was conducted to determine the influence of consumer perceptions and store atmosphere on consumer purchasing decisions in Basko Grand Mall Padang. The sample used accidental sampling with 96 respondents. With the technique of data collection questionnaires distribution as a research instrument and processed using spss calculation 16. Data analysis method used is multiple linear regression. The result of the research shows the relationship of consumer perception and store atmosphere to consumer purchase decision partially or simultan.
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