Faktor-faktor yang mempengaruhi keputusan pembelian di Alfamart

Abstract

Purpose: This research aims to determine the influence of service quality, product completeness, lifestyle and store atmosphere on purchasing decisions at Alfamart among students at Wijayakusuma University Purwokerto.

Methodology/approach: This research was conducted on students at Wijayakusuma University, Purwokerto, who had previously made purchases at Alfamart. The sampling technique used was non-probability sampling with incidental techniques. This research used a sample of 100 respondents. The data analysis technique used is the multiple linear regression analysis method using IMB SPSS Statistics 27.

Results/findings: Service quality, product completeness, lifestyle and store atmosphere have a positive and significant influence on purchasing decisions.

Limitations: The research subject only focuses on Alfamart retail, whereas of the many existing retailers there are also buying and selling activities such as Indomart, Alfamidi and others. The independent variables in this research are only service quality, product completeness, lifestyle and store atmosphere even though there are still many variables. Other things that can influence purchasing decisions such as price and location. This research was only conducted on students at Wijayakusuma University, Purwokerto.

Contribution: This research aims to add to the literature, especially in the field of marketing management. This research can be used as a consideration when deciding to make a purchase at Alfamart and can reduce negative impacts