Pengaruh Suasana Toko, Persepsi Harga, Promosi Penjualan, dan Kelengkapan Produk terhadap Keputusan Pembelian Konsumen di Luckys Vapor Purwokerto

Abstract

This research aims to analyze the effect of store atmosphere, price perception, sales promotion and product completeness on purchase decisions. The population in this study consumers Luckys Vapor Purwokerto with an know population 250 people. The population from WhatsApp Group consumers for the period January – December 2023. Sampling uses the solvin formula by setting a sample of 156 respondents. The sampling technique used is simple random sampling. The analysis technique used is multiple linear regression.  Based on this research, it is concluded that store atmosphere have a positive and insignificant effect on purchase decisions. Variable price perception, sales promotion and product completeness have a positive and significant effect on purchase decisions. This findings imply that the Luckys Vapor store need to revise the product grouping they did on the display section, evaluate the price, pay attention to promotions on social media so that the duration of the promotion is extended, pay attention to the stock of products they have, so its can be distributed properly to consumers. By this achievement, it is hoped that the Luckys Vapor store will be able to experience an increase in sales.