Purchasing Decisions Dinilai Dari Store Atmosphere, Perceived Product Quality, dan Customer Loyalty pada Unit Usaha KUD. Karma Bumi Amertha

Abstract

Tujuan dari penelitian ini adalah untuk: (1) memastikan hubungan antara store atmosphere dengan Purchasung Decisions ; (2) memastikan hubungan antara Perceived Product Quality dan Purchasung Decisions ; (3) memastikan hubungan antara store atmosphere dan Customer Loyalty ; (4) memastikan hubungan antara Customer Loyalty dan Purchasung Decisions ; dan (5) memastikan hubungan antara store atmosphere dan Purchasung Decisions . Strategi penelitian kuantitatif kausal digunakan dalam penelitian ini. Unit usaha KUD menjadi fokus penyelidikan ini. store atmosphere , kualitas produk yang dirasakan, Customer Loyalty , dan Purchasung Decisions adalah objek yang digunakan di Karma Bumi Amertha. Penyebaran kuesioner merupakan strategi pengumpulan data yang selanjutnya dianalisis menggunakan SEM dengan PLS. Hasil penelitian menunjukkan bahwa (1) Store Atmosphere berpengaruh positif signifikan terhadap Customer Loyalty tidak berpengaruh terhadap Purchasung Decisions , Perceived Product Quality berpengaruh positif signifikan Abstract The objectives of this study are to (1) establish a link between store environment and purchasing decisions, (2) establish a link between perceived product quality and purchasing decisions, (3) establish a link between store environment and customer loyalty, (4) establish a link between customer loyalty and purchasing decisions, and (5) establish a link between store environment and purchasing decisions. This study employs a causal quantitative research technique. This probe is concentrated on the KUD business unit. Karma Bumi Amertha uses things like as retail ambiance, perceived product quality, customer loyalty, and purchasing decisions. A technique for gathering data is the distribution of questionnaires, which is subsequently examined using SEM and PLS. The findings indicate that: (1) Customer Loyalty is significantly positively impacted by store atmosphere Store environment has a strong positive impact on customer loyalty, perception of product quality has a big positive impact on purchasing decisions, and perception of product quality has no impact on purchasing decisions.