Pengaruh Kualitas Pelayanan dan Store Atmosphere Terhadap Keputusan Pembelian Konsumen pada Toko Deliciis Bangka
Keywords:
Keputusan Pembelian, Kualitas Pelayanan, Ritel, Store atmosphereAbstract
The development of retail businesses encourages business actors to understand the factors that influence consumer purchasing decisions. This study aims to analyze the influence of service quality and store atmosphere on consumer purchasing decisions at the Deliciis Bangka Store. A quantitative approach with an associative design was used in this study. Data collection was conducted by distributing questionnaires to consumers who had made purchases. Data analysis used multiple linear regression to determine the influence between variables. The results of the study indicate that service quality and store atmosphere do not have a significant effect on purchasing decisions, either partially or simultaneously. Consumer purchasing decisions in this condition are more influenced by factors other than the variables studied, such as needs, preferences, and characteristics of the products offered. The research findings illustrate that the shopping experience in the context of interior decoration retail businesses is not always the main factor determining purchasing decisions. The contribution of this research is expected to enrich the development of business administration science, especially in understanding consumer behavior. The research results can also be used as considerations for business actors in formulating strategies that are more in line with market needs.
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Copyright (c) 2026 Serfina Serfina (Author); Bambang Santoso (Translator)
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