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Buying Decision: Ditinjau dari Store Atmosphere, Price, dan Word of Mouth Pada Toserba Duta Mojokerto
Zenita Afifah Fitriyani
Abstract
Abstrak.
Penelitian ini bertujuan untuk mengetahui pengaruh variabel buying decision (Y) ditinjau dari store atmosphere (X1), price (X2) dan word of mouth (X3) pada toserba Duta Mojokerto. Responden pada penelitian ini adalah konsumen toserba duta dengan teknik pengambilan sampel adalan incidental sampling. Dengan menggunakan rumus slovin, maka diperoleh sampel penelitian sebesar 124 orang. Teknik analisis data menggunakan uji validitas, uji reliabilitas, uji T (Parsial), uji F (Simultan), uji R² (Determinasi), serta analisis regresi linear berganda. Hasil uji T (Parsial) menunjukkan bahwa variabel X1 dan X2 tidak berpengaruh secara parsial, sedangkan variabel X3 berpengaruh secara parsial terhadap variabel Y. Hasil uji F (Simultan) menunjukkan bahwa variabel X1, X2 dan X3 memiliki pengaruh secara simultan pada variabel Y karena memiliki nilai signifikansi lebih dari 0.05. Besarnya pengaruh terlihat pada uji R² yaitu sejumlah 12%.
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Kata kunci: store atmosphere, price, word of mouth, buying decision.
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Abstract.
This study aims to see the variable influence of purchasing decisions (Y) in terms of store atmosphere (X1), price (X2) and word of mouth (X3) at the Duta Mojokerto convenience store. Respondents in this study were consumers of Duta convenience store. the sampling technique using of  incidental sampling. By using the Slovin formula, a sample of 124 people was obtained. The data analysis technique used the validity test, reliability test, T test, F test, R² test, and multiple linear regression analysis. The results of the T test (Partial) show that the variables X1 and X2 do not affect partially, while the X3 variable has a partial effect on variable Y.The results of the F test (Simultaneous) show that variables X1, X2 and X3 have a simultaneous effect on variable Y because they have significance value more than 0.05. The magnitude of the effect can be seen in the R2 test, which is 12%.
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Keywords: store atmosphere, price, word of mouth, buying decision.
Keywords
Ekonomi, Bisnis
References
DAFTAR PUSTAKA
Artana, I. P. W. (2019). Pengaruh store Atmosphere, Display poduct, dan pice Discount terhadap Impulse Buying. E-Jurnal Ekonomi Dan Bisnis, 4, 369–394.
Atmojo, R. N., & Saraswati, T. G. (2020). The Effect of Store Atmosphere , Product Assortment and Price on Buying Interest in Borma Bandung City Pengaruh Store Atmosphere , Product Assortment dan Price Terhadap Minat Beli di Borma Kota Bandung. Jurnal Sekretaris Dan Administrasi Bisnis, 1, 68–76. http://jurnal.asmtb.ac.id/index.php/jsab
Devi, D. A. C., & Nurcaya, I. N. (2020). Peran Positive Emotion Memediasi Store Atmosphere Terhadap Impulse Buying Di Beachwalk Kuta Bali. E-Jurnal Manajemen Universitas Udayana, 9(3), 884. https://doi.org/10.24843/ejmunud.2020.v09.i03.p04
Fatmawati, I., Dwi, F., & Luluk, A. (2020). The Influence of Store Atmosphere , Shopping Lifestyle , and Time Availability on Emoti onal Response and Impulse Buying. 201(ICoSIAMS), 346–354.
Fauzan, R. (2020). Perlambatan Pertumbuhan Penjualan Toserba Diperkirakan Berlanjut di Semester II - Ekonomi Bisnis.com. https://ekonomi.bisnis.com/read/20200809/12/1276927/perlambatan-pertumbuhan-penjualan-toserba-diperkirakan-berlanjut-di-semester-ii
Fitriani, F., & Nurdin, H. (2020). Pengaruh Store Atmosphere Terhadap Minat Berkunjung Ulang Pada Breaktime Kota Bima. Jurnal Stie Semarang (Edisi Elektronik), 12(2), 42–51.
Giao, H. N. . et all. (2020). Factors affecting the buying decision of amalie lubricant in Vietnam. 5(6).
Gunawan, C. B., & Syahputra. (2020). Analisis perbandingan pengaruh store atmosphere terhadap loyalitas pelanggan coffee shop di Bandung Konsumsi Kopi Negara Eksportir. 20(November), 51–62.
Gustafsson, J. (2020). Valuation of Research and Development Projects Using Buying and Selling Prices : Generalized Definitions Valuation of Research and Development Projects Using Buying and Selling Prices : Generalized Definitions. March.
Han, H., Al-ansi, A., Chi, X., Baek, H., & Lee, K. (2020). Impact of Environmental CSR , Service Quality , Emotional Attachment , and Price Perception on Word-of-Mouth for Full-Service Airlines.
Indiani, N. L., & Astari, A. agung E. (2020). Pengaruh Kualitas Jasa Servis dan KepuasanKonsumen Terhadap Loyalitas Konsumen Pada Asus Global Store di Denpasar. 03(01).
Manungkalit, R. F., & Garnasih, R. L. (2021). The Influence of Price Perception , Location , and Store Atmosphere on Customer Purchase Decisions and Loyalty in Indomaret Rumbai Pesisir. 15(1001), 463–475.
Marantika, W. S. (2020). Pengaruh Kualitas Produk , Word of Mouth , dan Store Image terhadap Keputusan Pembelian : Studi pada Pengunjung Toko Amigo Pedan. 10(1), 114–127.
Maryati, D. E., & Erveni. (2020). Pengaruh Price Discount Dan In-Store Display Terhadap Impulse Buying Pada Labello Store Medan. Jurnal Manajemen Bisnis Eka Prasetya : Penelitian Ilmu Manajemen, 6(1), 34–43. https://doi.org/10.47663/jmbep.v6i1.33
Nurislah, D., & Hermana, C. (2020). Pengaruh Store Atmosphere Dan Kualitas Pelayanan Terhadap Keputusan Merawat Kecantikan Di Farina Beauty Clinic. Edunomic Jurnal Pendidikan Ekonomi, 8(2), 129. https://doi.org/10.33603/ejpe.v8i2.4059
Omar, A. M., & Atteya, N. (2020). The Impact of Digital Marketing on Consumer Buying Decision Process in the Egyptian Market. 15(7), 120–132. https://doi.org/10.5539/ijbm.v15n7p120
Perkasa, R. P., Firdaus, M., & Pudjanarso, A. (2021). Impact Of Service Quality, Atmosphere of Store, Price and Word of Mouth On Purchase Decisions in Swiwings, Jember. 4(1), 399–406.
Prihandono, D., Wijaya, A. P., Rizqiana, I., Yahya, W. K., & Rivai, A. K. (2020). GREEN MARKETING TOOLS EFFECT ON CONSUMER BUYING. 8(4), 537–546.
Rahayu, G., Kurniati, D., & Suharyani, A. (2020). The Influence of Psychological Factors on The Buying Decision Process of Tropicana Slim Sweetener Products. 14(2), 253–264.
Segoro, W., & Mulianto, M. (2020). The Influences Of Product Quality, Price, Word Of Mouth And Store Atmosphere Toward Purchasing Decision In Michelle Bakery Margonda Depok. 1–6. https://doi.org/10.4108/eai.7-11-2019.2295230
Thao, D. T. P. (2020). How Convenience, Price, Store Layout and Technology Influence Buying Behaviour of Different Millennial Groups in the Convenience Store in Vietnam. VNU Journal of Science: Economics and Business, 36(2), 39–51. https://doi.org/10.25073/2588-1108/vnueab.4374
Trihudiyatmanto, M. (2020). Analisa Pengaruh Store Atmosphere dan Promosi Terhadap Impulse Buying Melalui Emotional Response Sebagai Variabel Intervening. Journal of Economic, Management, Accounting and Technology, 3(2), 136–146. https://doi.org/10.32500/jematech.v3i2.1300
Umar, N., & Ismawati. (2020). Pengaruh Price Discount dan Strategi Lokasi Terhadap Impulse Buying Pada Swalayan Alfamart. 10(September).
DOI: https://doi.org/10.24967/ekombis.v6i1.1147
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Zenita Afifah FitriyaniAbstract
Abstrak.
Penelitian ini bertujuan untuk mengetahui pengaruh variabel buying decision (Y) ditinjau dari store atmosphere (X1), price (X2) dan word of mouth (X3) pada toserba Duta Mojokerto. Responden pada penelitian ini adalah konsumen toserba duta dengan teknik pengambilan sampel adalan incidental sampling. Dengan menggunakan rumus slovin, maka diperoleh sampel penelitian sebesar 124 orang. Teknik analisis data menggunakan uji validitas, uji reliabilitas, uji T (Parsial), uji F (Simultan), uji R² (Determinasi), serta analisis regresi linear berganda. Hasil uji T (Parsial) menunjukkan bahwa variabel X1 dan X2 tidak berpengaruh secara parsial, sedangkan variabel X3 berpengaruh secara parsial terhadap variabel Y. Hasil uji F (Simultan) menunjukkan bahwa variabel X1, X2 dan X3 memiliki pengaruh secara simultan pada variabel Y karena memiliki nilai signifikansi lebih dari 0.05. Besarnya pengaruh terlihat pada uji R² yaitu sejumlah 12%.
Â
Kata kunci: store atmosphere, price, word of mouth, buying decision.
Â
Â
Abstract.
This study aims to see the variable influence of purchasing decisions (Y) in terms of store atmosphere (X1), price (X2) and word of mouth (X3) at the Duta Mojokerto convenience store. Respondents in this study were consumers of Duta convenience store. the sampling technique using of  incidental sampling. By using the Slovin formula, a sample of 124 people was obtained. The data analysis technique used the validity test, reliability test, T test, F test, R² test, and multiple linear regression analysis. The results of the T test (Partial) show that the variables X1 and X2 do not affect partially, while the X3 variable has a partial effect on variable Y.The results of the F test (Simultaneous) show that variables X1, X2 and X3 have a simultaneous effect on variable Y because they have significance value more than 0.05. The magnitude of the effect can be seen in the R2 test, which is 12%.
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Keywords: store atmosphere, price, word of mouth, buying decision.Keywords
References
DAFTAR PUSTAKA
Artana, I. P. W. (2019). Pengaruh store Atmosphere, Display poduct, dan pice Discount terhadap Impulse Buying. E-Jurnal Ekonomi Dan Bisnis, 4, 369–394.
Atmojo, R. N., & Saraswati, T. G. (2020). The Effect of Store Atmosphere , Product Assortment and Price on Buying Interest in Borma Bandung City Pengaruh Store Atmosphere , Product Assortment dan Price Terhadap Minat Beli di Borma Kota Bandung. Jurnal Sekretaris Dan Administrasi Bisnis, 1, 68–76. http://jurnal.asmtb.ac.id/index.php/jsab
Devi, D. A. C., & Nurcaya, I. N. (2020). Peran Positive Emotion Memediasi Store Atmosphere Terhadap Impulse Buying Di Beachwalk Kuta Bali. E-Jurnal Manajemen Universitas Udayana, 9(3), 884. https://doi.org/10.24843/ejmunud.2020.v09.i03.p04
Fatmawati, I., Dwi, F., & Luluk, A. (2020). The Influence of Store Atmosphere , Shopping Lifestyle , and Time Availability on Emoti onal Response and Impulse Buying. 201(ICoSIAMS), 346–354.
Fauzan, R. (2020). Perlambatan Pertumbuhan Penjualan Toserba Diperkirakan Berlanjut di Semester II - Ekonomi Bisnis.com. https://ekonomi.bisnis.com/read/20200809/12/1276927/perlambatan-pertumbuhan-penjualan-toserba-diperkirakan-berlanjut-di-semester-ii
Fitriani, F., & Nurdin, H. (2020). Pengaruh Store Atmosphere Terhadap Minat Berkunjung Ulang Pada Breaktime Kota Bima. Jurnal Stie Semarang (Edisi Elektronik), 12(2), 42–51.
Giao, H. N. . et all. (2020). Factors affecting the buying decision of amalie lubricant in Vietnam. 5(6).
Gunawan, C. B., & Syahputra. (2020). Analisis perbandingan pengaruh store atmosphere terhadap loyalitas pelanggan coffee shop di Bandung Konsumsi Kopi Negara Eksportir. 20(November), 51–62.
Gustafsson, J. (2020). Valuation of Research and Development Projects Using Buying and Selling Prices : Generalized Definitions Valuation of Research and Development Projects Using Buying and Selling Prices : Generalized Definitions. March.
Han, H., Al-ansi, A., Chi, X., Baek, H., & Lee, K. (2020). Impact of Environmental CSR , Service Quality , Emotional Attachment , and Price Perception on Word-of-Mouth for Full-Service Airlines.
Indiani, N. L., & Astari, A. agung E. (2020). Pengaruh Kualitas Jasa Servis dan KepuasanKonsumen Terhadap Loyalitas Konsumen Pada Asus Global Store di Denpasar. 03(01).
Manungkalit, R. F., & Garnasih, R. L. (2021). The Influence of Price Perception , Location , and Store Atmosphere on Customer Purchase Decisions and Loyalty in Indomaret Rumbai Pesisir. 15(1001), 463–475.
Marantika, W. S. (2020). Pengaruh Kualitas Produk , Word of Mouth , dan Store Image terhadap Keputusan Pembelian : Studi pada Pengunjung Toko Amigo Pedan. 10(1), 114–127.
Maryati, D. E., & Erveni. (2020). Pengaruh Price Discount Dan In-Store Display Terhadap Impulse Buying Pada Labello Store Medan. Jurnal Manajemen Bisnis Eka Prasetya : Penelitian Ilmu Manajemen, 6(1), 34–43. https://doi.org/10.47663/jmbep.v6i1.33
Nurislah, D., & Hermana, C. (2020). Pengaruh Store Atmosphere Dan Kualitas Pelayanan Terhadap Keputusan Merawat Kecantikan Di Farina Beauty Clinic. Edunomic Jurnal Pendidikan Ekonomi, 8(2), 129. https://doi.org/10.33603/ejpe.v8i2.4059
Omar, A. M., & Atteya, N. (2020). The Impact of Digital Marketing on Consumer Buying Decision Process in the Egyptian Market. 15(7), 120–132. https://doi.org/10.5539/ijbm.v15n7p120
Perkasa, R. P., Firdaus, M., & Pudjanarso, A. (2021). Impact Of Service Quality, Atmosphere of Store, Price and Word of Mouth On Purchase Decisions in Swiwings, Jember. 4(1), 399–406.
Prihandono, D., Wijaya, A. P., Rizqiana, I., Yahya, W. K., & Rivai, A. K. (2020). GREEN MARKETING TOOLS EFFECT ON CONSUMER BUYING. 8(4), 537–546.
Rahayu, G., Kurniati, D., & Suharyani, A. (2020). The Influence of Psychological Factors on The Buying Decision Process of Tropicana Slim Sweetener Products. 14(2), 253–264.
Segoro, W., & Mulianto, M. (2020). The Influences Of Product Quality, Price, Word Of Mouth And Store Atmosphere Toward Purchasing Decision In Michelle Bakery Margonda Depok. 1–6. https://doi.org/10.4108/eai.7-11-2019.2295230
Thao, D. T. P. (2020). How Convenience, Price, Store Layout and Technology Influence Buying Behaviour of Different Millennial Groups in the Convenience Store in Vietnam. VNU Journal of Science: Economics and Business, 36(2), 39–51. https://doi.org/10.25073/2588-1108/vnueab.4374
Trihudiyatmanto, M. (2020). Analisa Pengaruh Store Atmosphere dan Promosi Terhadap Impulse Buying Melalui Emotional Response Sebagai Variabel Intervening. Journal of Economic, Management, Accounting and Technology, 3(2), 136–146. https://doi.org/10.32500/jematech.v3i2.1300
Umar, N., & Ismawati. (2020). Pengaruh Price Discount dan Strategi Lokasi Terhadap Impulse Buying Pada Swalayan Alfamart. 10(September).
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