SKRIPSI: Pengaruh Store Atmosphere, Kualitas Pelayanan dan Keragaman Produk terhadap Keputusan Pembelian pada Konsumen Ritel OH Some di Daerah Istimewa Yogyakarta

UTAMI, Ery Dwi (2025) SKRIPSI: Pengaruh Store Atmosphere, Kualitas Pelayanan dan Keragaman Produk terhadap Keputusan Pembelian pada Konsumen Ritel OH Some di Daerah Istimewa Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to determine the effect of store atmosphere, service quality, and product diversity on purchasing decisions at Oh Some retail stores in the Special Region of Yogyakarta. The research method used in this study is a quantitative met hod. The data collection method uses a questionnaire with a sampling technique using a purposive sampling technique. The sample in this study was 95 respondents who were Oh Some consumers in the Special Region of Yogyakarta who had made purchases at the Oh Some retail store at least once, were domiciled in Yogyakarta and were at least 17 years old. The results of this study indicate that store atmosphere has a positive and significant effect on purchasing decisions, service quality does not have a significant effect on purchasing decisions, and product diversity has a positive and significant effect on purchasing decisions.

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