HUBUNGAN ANTARA SUASANA TOKO DAN HARGA DENGAN KEPUTUSAN PEMBELIAN PRODUK MATAHARI DEPARTMENT STORE ARION MALL RAWAMANGUN PADA MAHASISWA PROGRAM STUDI PENDIDIKAN BISNIS DI UNIVERSITAS NEGERI JAKARTA

AJIE, ZAKY ARI BUDIMAN (2018) HUBUNGAN ANTARA SUASANA TOKO DAN HARGA DENGAN KEPUTUSAN PEMBELIAN PRODUK MATAHARI DEPARTMENT STORE ARION MALL RAWAMANGUN PADA MAHASISWA PROGRAM STUDI PENDIDIKAN BISNIS DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

ZAKY ARI BUDIMAN AJIE, Relationship between Store Atmosphere And Price with Purchase Decision Product Matahari Department Store Arion Mall Rawamangun On Study Program Business Education Facukty Of Economics State University Of Jakarta. This research was conducted on the students of Faculty of Economics Study Program of Faculty of Economics at State University of Jakarta, for 4 (four) months, starting from October 2017 until January 2018. The purpose of this research is to know the relationship between shop atmosphere with purchasing decision and relationship between the price of products with purchasing decisions on the students Business Education Studies Program at the State University of Jakarta. Method of research used is survey method with correlational approach. Sampling technique used is purposive sampling technique as much 105 people. The resulting regression equation is Ŷ = 41,572 + 0,612 X1 and Ŷ = 45,887 + 0,562X2. Test requirement analysis that is test of normality (Normality Test) using Kolmogorov Smirnov with test result that is purchasing decision decision (variable Y) equal to 0,721 and Asymp. Sig (2-tailed) of 0.676.For store style significance (variable X1) of 0.640 and Asymp. Sig (2-tailed) of 0.808 and the product price tag (variable X2) of 0.601 and Asymp. Sig (2-tailed) of 0.862. Because the data has a significance greater than 0.05 it can be concluded that the data is normally distributed. Product Moment correlation coefficient from Pearson produces rxy = 0,601 with signification or sig value. (2-tailed) 0.000 for store atmosphere (variable X1) with purchase decision (Y variable) and rxy = 0,458 with signification value or sig. (2-tailed) of 0,000 for product price (variable X2) with purchase decision (Y variable). Because it has a significance smaller than 0.05 it can be concluded that there is a positive and significant relationship. The next stage is t-tested and is produced tcount 7,635> ttable 1,986 for X1 with Y and t count 5,223> ttable 1,986 for X2 with Y. Thus, it can be concluded that t-test result is that there is positive and significant relationship. Coefficient of determination obtained by 0.361 which shows 36.1% variable purchase decision is determined by the atmosphere of the store and 0.209 which shows that 20.9% variable purchase decisions are determined by product prices. Keywords: Store Atmosphere, Product Price, Purchase Decision.

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