Store Atmosphere, Word of Mouth, dan Price Perception terhadap Keputusan Pembelian
Abstract
This study aims to describe the predictors of store atmosphere, word of mouth and price perception on purchasing decisions. This research method is descriptive quantitative. This study used 100 respondents with a purposive sampling technique. This study used the Smart LS version 4 program. The results showed that store atmosphere, word of mouth, and price perception were significant predictors of consumer purchasing decisions. In conclusion, the better the store atmosphere provided, the better the positive word of mouth given, and the better the price offered, the more likely consumers are to make purchases at the Barokah Sekopek Fishing in Semarang City.
Keywords: Purchase Decision, Price Perception, Store Atmosphere, Word of Mouth
References
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Kotler, P., & Amstrong, G. (2012). Princip of Marketing, (14th ed.). New Jersey: Prentice Hall Internation Inc.
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Mohamed, M. A., Abbas, T. M., Salman, K., Abdul, A. H., & Monem, E. (2022). The Impact of Electronic Word-of-Mouth ( e- WOM ) on Consumers’ Purchasing Decision : Evidence from Five-star Hotels in Egypt. International Journal of Tourism, Archeology, and Hospitality, 2(2), 203-222. https://ijtah.journals.ekb.eg/article_275181.html
Peter, J. . dan J. C. . (2014). Perilaku Konsumen dan Strategi Pemasaran (9th ed.). Jakarta: Salemba Empat
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Utami, C. W. (2017). Manajemen Ritel. Jakarta: Salemba Empat
Assauri, S. (2015). Manajemen Pemasaran. Jakarta: PT Raja Grafindo Persada
Barry, R. (2014). Operations Management (Sustainability and Supply Chain Managemment). England: Essex CM20 2 JE
Dasmadi, D. (2022). The Effect of Store Atmosphere and Social Media Marketing on Purchase Decisions on Consumers of the Damandiri Cafe. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 5(7), 2654–2657. https://doi.org/10.54371/jiip.v5i7.749
Dwi, L., & Soebiantoro, U. (2022). Pengaruh Citra Rasa dan Persepsi Harga terhadap Keputusan Pembelian Mie Ayam Gubeng Kertajaya Surabaya. Jurnal Manajemen, 12(1), 1-10. https://doi.org/10.30656/jm.v12i1.4428
Indrasari, D. M. (2019). Pemasaran & Kepuasan Pelanggan. https://www.ptonline.com/articles/how-to-get-better-mfi-results
Kotler, P., & Amstrong, G. (2012). Princip of Marketing, (14th ed.). New Jersey: Prentice Hall Internation Inc.
Kotler, P., & Keller, K. (2012). Manajemen Pemasaran, (12th ed.). Kalimantan: Indeks Media
Mohamed, M. A., Abbas, T. M., Salman, K., Abdul, A. H., & Monem, E. (2022). The Impact of Electronic Word-of-Mouth ( e- WOM ) on Consumers’ Purchasing Decision : Evidence from Five-star Hotels in Egypt. International Journal of Tourism, Archeology, and Hospitality, 2(2), 203-222. https://ijtah.journals.ekb.eg/article_275181.html
Peter, J. . dan J. C. . (2014). Perilaku Konsumen dan Strategi Pemasaran (9th ed.). Jakarta: Salemba Empat
Prataga, D. I.,& Santoso, I. H. (2022). Customer Satisfaction in Using Shopee Marketplace: Gender Based Comparison. Review of Management and Entrepreunrship, 6(2), 97-110. https://journal.uc.ac.id/index.php/rome/article/view/2384
Utami, C. W. (2017). Manajemen Ritel. Jakarta: Salemba Empat
Published
2023-04-08
Section
Articles
