KEPUTUSAN TEMPAT PEMBELIAN BERDASARKAN KUALITAS LAYANAN, SUASANA TOKO, DAN PERSEPSI HARGA

Abstract

Purchase decisions become things that must be observed by customers
when the process of meeting the needs of products or services. Increased
purchasing decisions on a product and service are expected by all companies.
This is what Hypermart wants for the products they offer. There are several
factors in purchasing decisions that can affect consumers. These factors include
service quality, store atmosphere and price perception. This survey was done in
the Hypermart Royal Plaza Surabaya with a sample size of 100 participants, and
the results are in. The author of this research used a non-probability sampling
strategy in conjunction with an incidental sampling approach. Multiple linear
regression was used to assess the study data that had been obtained. The findings
of this research revealed that the quality of service, the environment of the shop,
and the impression of the pricing had a favorable and substantial impact on
purchase choices at Hypermart Royal Plaza Surabaya. The findings of this study
may be used to further expand this research by including more factors that, in
principle, have an impact on purchase choices.