PUTRI ANJALI, NPM 2101100124 (2025) PENGARUH HARGA, SUASANA TOKO, SERVICESCAPE DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO ALDA GROSIR RANTAUPRAPAT. Tugas_Akhir( Artikel) JURNAL BISNIS MAHASISWA, 5 (3). pp. 1501-1515. ISSN 2807-2219 (e-ISSN)
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pilihan konsumen di Toko Alda Grosir Rantauprapat dipengaruhi oleh harga, suasana toko, servicescape, dan variasi produk. Populasi penelitian ini adalah pelanggan Toko Alda Grosir Rantauprapat. Karena populasi dalam penelitian ini tidak diketahui, maka penulis menggunakan rumus untuk mengambil sampel penelitian (Hair et al., 2019). Oleh karena itu, 120 responden merupakan ukuran sampel yang akan diteliti. Penelitian ini menggunakan Structural Equation Model (SEM), yang berbasis pada Statistical Product and Service Solutions (SPSS) dan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa di Toko Alda Grosir Rantauprapat, harga secara signifikan dan positif memengaruhi keputusan pembelian konsumen. Keputusan pembelian di Toko Alda Grosir Rantauprapat dipengaruhi secara positif dan signifikan oleh suasana toko. Keputusan pembelian di Toko Alda Grosir Rantauprapat dipengaruhi secara signifikan dan positif oleh Servicescape. Keputusan pembelian di Toko Alda Grosir Rantauprapat dipengaruhi secara positif dan signifikan oleh variasi produk. Kata Kunci: Harga, Suasana Toko, Servicescape, Variasi Produk, Keputusan Pembelian ================================================================================================== The purpose of this study was to determine how consumer choices at the Alda Grosir Rantauprapat Store are influenced by price, store atmosphere, servicescape, and product variety. The population of this study was customers of the Alda Grosir Rantauprapat Store. Since the population size in this study is unknown, the author used a formula to select the research sample (Hair et al., 2019). Therefore, 120 respondents are the sample size to be studied. This study uses the Structural Equation Model (SEM), which is based on Statistical Product and Service Solutions (SPSS) and Partial Least Square (PLS). The results showed that at the Alda Grosir Rantauprapat Store, price had a significant and positive influence on consumer purchasing decisions. Purchasing decisions at the Alda Grosir Rantauprapat Store were positively and significantly influenced by store atmosphere. Purchasing decisions at the Alda Grosir Rantauprapat Store were significantly and positively influenced by Servicescape. Purchasing decisions at the Alda Grosir Rantauprapat Store were positively and significantly influenced by product variety. Keywords: Price, Store Atmosphere, Servicescape, Product Variety, Purchasing Decision
| Item Type: | Article |
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| Uncontrolled Keywords: | Harga, Suasana Toko, Servicescape, Variasi Produk, Keputusan Pembelian=============Price, Store Atmosphere, Servicescape, Product Variety, Purchasing Decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 05 Feb 2026 03:00 |
| Last Modified: | 05 Feb 2026 03:00 |
| URI: | http://repository.ulb.ac.id/id/eprint/2078 |
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