Pengaruh Word of Mouth, Store Atmosphere dan Harga terhadap Keputusan Pembelian Konsumen

Desak Made Rika Antari; Putu Yudy Wijaya; Ni Wayan Wina Premayani

doi:10.32795/vol4wamrtno1th24

Desak Made Rika Antari Program Studi Manajemen Fakultas Ekonomi Bisnis Dan Pariwisata Universitas Hindu Indonesia
Putu Yudy Wijaya Program Studi Manajemen Fakultas Ekonomi Bisnis Dan Pariwisata Universitas Hindu Indonesia
Ni Wayan Wina Premayani Program Studi Manajemen Fakultas Ekonomi Bisnis Dan Pariwisata Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: Word Of Mouth, Store Atmosphere, Price, Purchasing Decision

Abstract

This study aimed to investigate the effects of pricing, word-of-mouth, and warehouse atmosphere on partial and simultaneous purchasing choices. This study was carried out at Guwang Mart Guwang Traditional Village with a sample size of 100 individuals. There is a purposeful sampling. The present study employed a quantitative research design and employed various data analysis approaches, including classical assumptions, multiple linear regression, t tests, f tests, and instrument testing. The variables oral speaking, warehouse atmosphere, and price had a beneficial impact, according to the data. Additionally, the T test calculation shows that each variable, including the word-of-mouth and storage environment factors, has a partially positive and substantial impact. Furthermore, based on the T test calculation, each variable has a significant and favorable partial impact on price, shop atmosphere, and word-of-mouth. Based on the F test, the F-calculated value then concurrently has a positive and substantial effect. These initiatives are expected to improve customer happiness and service quality, make a better first impression, be more aesthetically pleasing, encourage clients to make recommendations on their own, maximise colour and lighting schemes, and maintain competitive pricing practices.

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