PENGARUH ATMOSFER TOKO DAN KESESUAIAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TEMDAY STORE DENPASAR

Abstrak

Purchase decisions is the process by which consumers make an assessment of the various alternative options and choose one or more alternatives are needed based on certain considerations. Study aimed to examine the effect of stores atmospheric and prices suitability on consumer purchase decisions at Temday Store Denpasar. Samples are taken by 90 respondents, using purposive sampling method. Data collection is done by distributing questionnaires. Analysis technique was multiple linear regression analysis. Based on the results of the analysis showed that the store atmosphere has positive and significant effect on purchase decisions. Price suitability positive and significant impact on purchase decisions. To improve purchase decisions at Temday Store Denpasar, Temday Store needs to add a payment facility that make consumers easier on payment transactions and maintain the cleanliness  the room so that consumers feel comfortable and offers affordable prices of products  to encourage consumers make purchase decisions.