KEPUTUSAN PEMBELIAN NAAVAGREEN NATURAL SKINCARE DITINJAU DARI STORE ATMOSPHERE , BRAND AMBASSADOR DAN KUALITAS PELAYANAN ( Studi Pada Pelanggan Naavagreen Natural Skincare Cabang Kartasura )

Penulis

  • Eni Lestari Universitas Islam Batik Surakarta, Indonesia
  • Sarsono Sarsono Universitas Islam Batik Surakarta, Indonesia
  • Fithri Setya Marwati Universitas Islam Batik Surakarta, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i1.8445

Abstrak

This study aims to determine the effect of store atmosphere, brand ambassadors and service quality on purchasing decisions at the Naavagreen Beauty Clinic, Kartasura Branch. Quantitative approach used in this research. The population in this study is Naavagreen Natural Skincare customers who have purchased products and used treatment services at the Naavagreen Clinic at least 2 times. The population in this study is not known with certainty. The sample in this study was 100 respondents, and the sampling technique used was purposive sampling. With the help of SPSS statistics 25, data analysis in this study included classical assumption tests (normality, multicollinearity, and heteroscedasticity), multiple linear analysis, model feasibility test (F test), t test and coefficient of determination (R2). The results of this study show that partially the store atmosphere, brand ambassador and service quality have a positive and significant effect on purchasing decisions, whereas in the t test brand ambassadors do not have a significant effect on purchasing decisions. Store atmosphere has a positive and significant effect on purchasing decisions, and service quality has a positive and significant effect on purchasing decisions Keywords : Purchase decision, store atmosphere, brand ambassador and service quality

Referensi

Aziz, N., & Putra, R. D. (2020). Pengaruh Kualitas Pelayanan Terhadap Loyalitas Nasabah Pada PT. Bank Nagari Sumatera Barat Cabang Simpang Empat Pasaman Barat. Jurnal Pundi, 04(03), 355–364. https://doi.org/10.31575/jp.v4i3.304

Binaraesa, N. N. P. C., Hidayat, I., & Lestariningsih, M. (2021). STORE ATMOSPHERE MEMODERASI PENGARUH KUALITAS MAKANAN DAN KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN (Studi pada Konsumen Moonk Cartil & Cafe Surabaya). Jurnal Manajemen Pemasaran, 15(2), 61–68. https://doi.org/10.9744/pemasaran.15.2.61-68

Buchari. (2013). Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta.

Buchari Alma. (2016). Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta.

Evans, B. B. dan J. R. (2018). Retail Management, A Strategic Approach (11th ed.). Pearson Education Limited.

Firdaus Rayenes, A. N. R. (2021). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap

Loyalitas Pelanggan Pada Operator Seluler XL Axiata.

Julius Saputra, R. P. (2022). Pengaruh Harga, Store Atmosphere dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Kopi Chuseyo.

Kotler. (2021). Service Management and Marketing: A Customer Relationship. Management Approach. Jasa Raharja.

Kristian, G., Welsa, H., & Udayana, I. B. N. (2021). Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Dengan Trustworthiness Sebagai Variabel Intervening. Jurnal Ilmiah Manajemen Kesatuan, 9(3), 509–520. https://doi.org/10.37641/jimkes.v9i3.570

Kurniawati, N. I. (2020). Analysis of the influence of word of mouth and brand image on the decision to purchase cosmetics make over products in Semarang. Economics, Management and Sustainability, 5(2), 138–148. https://doi.org/10.14254/jems.2020.5-2.11

Purwati, A., & Cahyanti, M. M. (2022). PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE. 11(1), 32–46.

Rika, A., & Eman, S. (2021). Pengaruh Kredibilitas Endorser Agnes Monica, Brand Awareness Dan Perceived Quality Terhadap Keputusan Pembelian Produk Tolak Angin Cair. 5(1), 1124–1135.

Risnawati, N. P. D., Sadiartha, A. A. N. G., & Sunny, M. P. (2021). Peran Hedonic Shopping Motivation, Store Atmosphere, dan Price Discount Dalam Meningkatkan Impulse Buying. Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 1(2), 530.

Sri Hartini, H. (2022). Keputusan Pembelian Konsumen Kedai Telaga Kopi ditinjau Dari Store Atmosphere and Word of Mouth.

Yudira, K., Nofirda, F. A., & Hardilawati, W. L. (2022). Pengaruh Store Atmosphere, Quality Product, Dan Harga Terhadap Minat Beli Di Pasar Buah Sudirman Kota Pekanbaru. ECOUNTBIS: Economics, Accounting and Business Journal, 2(1), 15–26. https://jom.umri.ac.id/index.php/ecountbis/article/view/22

Unduhan

File Tambahan

Diterbitkan

2023-03-08

Cara Mengutip

Lestari, E., Sarsono, S., & Marwati, F. S. (2023). KEPUTUSAN PEMBELIAN NAAVAGREEN NATURAL SKINCARE DITINJAU DARI STORE ATMOSPHERE , BRAND AMBASSADOR DAN KUALITAS PELAYANAN ( Studi Pada Pelanggan Naavagreen Natural Skincare Cabang Kartasura ). JURNAL ILMIAH EDUNOMIKA, 7(1). https://doi.org/10.29040/jie.v7i1.8445

Terbitan

Vol 7 No 1 (2023): EDUNOMIKA : Vol. 07, No. 01, 2023

Bagian

Articles

Citation Check

Artikel paling banyak dibaca berdasarkan penulis yang sama

1 2 3 > >>