Pengaruh Suasana Toko dan Kelengkapan Produk Terhadap Keputusan Pembelian pada Oke Supermarket Tanjung Morawa

Abstract

This study aims to determine the Influence of Store Atmosphere and Product Completeness of Purchasing Decision At Supermarket Okay Supermarket Tanjung Morawa. This type of research is associative is a research that is asking the relationship between two variables. The population in this study is all consumers Okay Supermarket Tanjung Morawa as many as 589 consumers. And by using the slovin formula technique, the number of samples in this study as many as 85 respondent taken from some population. Based on t test results can be seen that t arithmetic on store atmosphere variables of 4.428 is greater than t table of 1664 with a probability t ie sig 0.000 smaller than the limit of significance of 0.05. Based on these values, the store atmosphere variables have a positive and significant effect on the purchase decision variables. At store atmosphere variable equal to 5.746 bigger than t table equal to 1.664 with probability t that is sig 0.000 smaller than limit of significance equal to 0,05 then variable of product completeness partially have positive and significant influence to variable purchase decision. Based on F test result, it is obtained F count value of 29.269> 3.11 with sig 0,000 <0,05 meaning store atmosphere and completeness of product simultaneously have positive and significant effect to purchasing decision. R Square value obtained is 0,402. To see the great influence of independent variables on dependent variable by calculating the coefficient of determination (KD) = R2 x 100%, so obtained KD = 40.2%. This figure indicates that 40.2% of purchasing decisions (dependent variables) can be explained by the store atmosphere and product completeness. The remaining 59.8% is influenced by other factors not described in this study.