PENGARUH CITRA MEREK, STORE ATMOSPHERE DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK GIORDANO DI LOTTE MALL BINTARO, TANGERANG SELATAN

Abstract

In this case the companyconcern goods or services required to capture the opportunities that existin order to survive with the changing times. The purpose of this study to determine the effect of Brand Image, Store Atmosphere and Quality Service  Purchase Decision. Sample in this research is 92 customer Giordano Lotte mall Bintaro. Calculated using slovin formula with the method used probability sampling by way of distributing questionnaires using simple random sampling technique. The research instrument used as a measuring tool in this study is a questionnaire with Likert scale. Brand image variables have no effect on purchasing decisions. Variable store atmosphere has a positive influence on purchasing decisions. Service quality variables also have a positive effect on purchasing decisions.Coefficient of determination Adjust R Square obtained at zero point three four seven means thirty four point seven percent purchase decision is influenced by Brand Image, Store Atmosphere and Quality of Service. the remaining sixty-five point three percent influenced by other variables not described in this study.