FITRI PANCA NOVITA SARI, NPM 2201100064 (2026) PENGARUH HARGA, SUASANA TOKO, DAN KELENGKAPAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO DOMORO GROSIR UJUNG PADANG KECAMATAN SILANGKITANG. Tugas_Akhir(Artikel) Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMAK), 5 (1). pp. 131-150. ISSN 2964-8858(p–ISSN) 2963-3087(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh harga, suasana toko, dan kelengkapan produk terhadap keputusan pembelian pada Toko Domoro Grosir Ujung Padang, Kecamatan Silangkitang. Sampel penelitian sebanyak 212 responden yang merupakan konsumen toko tersebut. Penelitian menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, serta koefisien determinasi dengan bantuan SPSS 27. Hasil penelitian secara parsial menunjukkan bahwa harga berpengaruh positif dan signifikan terhadap keputusan pembelian (t hitung 4,241 > t tabel 1,971; signifikansi 0,001 < 0,05). Suasana toko juga berpengaruh positif dan signifikan (t hitung 2,927 > 1,971; signifikansi 0,004 < 0,05). Kelengkapan produk berpengaruh positif dan signifikan (t hitung 3,876 > 1,971; signifikansi 0,001 < 0,05). Secara simultan, ketiga variabel independen tersebut berpengaruh signifikan terhadap keputusan pembelian (F hitung 115,672 > F tabel 2,42; signifikansi 0,001 < 0,05). Nilai adjusted R square sebesar 0,620 menunjukkan bahwa 62% variasi keputusan pembelian dapat dijelaskan oleh harga, suasana toko, dan kelengkapan produk, sedangkan sisanya 38% dipengaruhi oleh variabel lain yang tidak diteliti. Kata Kunci: Harga, Suasana Toko, Kelengkapan Produk Dan Keputusan Pembelian ================================================= This study aims to analyze the effect of price, store atmosphere, and product completeness on purchase decisions at Domoro Grosir Store in Ujung Padang, Silangkitang District. The research sample consisted of 212 respondents who were consumers of the store. The study employed validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t tests, F-tests, and the coefficient of determination using SPSS 27. The partial results show that price has a positive and significant effect on purchase decisions (t-count 4.241 > t-table 1.971; significance 0.001 < 0.05). Store atmosphere also has a positive and significant effect (t-count 2.927 > 1.971; significance 0.004 < 0.05). Product completeness has a positive and significant effect (t-count 3.876 > 1.971; significance 0.001 < 0.05). Simultaneously, the three independent variables have a significant effect on purchase decisions (F-count 115.672 > F-table 2.42; significance 0.001 < 0.05). The adjusted R-square value of 0.620 indicates that 62% of the variation in purchase decisions can be explained by price, store atmosphere, and product completeness, while the remaining 38% is influenced by other variables not examined in this study. Keywords: Price, Store Atmosphere, Product Completeness, And Purchase Decision
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Harga, Suasana Toko, Kelengkapan Produk Dan Keputusan Pembelian================Price, Store Atmosphere, Product Completeness, And Purchase 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: | 22 Jun 2026 02:46 |
| Last Modified: | 22 Jun 2026 02:46 |
| URI: | http://repository.ulb.ac.id/id/eprint/2554 |
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