Influence Store Atmosphere, Location, Product Diversity, And Service Quality On Purchasing Decisions At 3second Store In Pangkalpinang City

This research is in the background of the phenomenon when making a purchase decision at a 3second store in Pangalpinang City to determine important indicators to influence consumers when making a purchase decision. The indicators that affect making a purchase are Store Atmosphere, Location, Product Diversity, and Service Quality. This study aims to find out and analyze the influence of Store Atmosphere, Location, Product Diversity, and Service Quality on Purchase Decisions at 3second Stores in Pangkalpinang City. This research is a quantitative descriptive research. The number of samples in this study is 100 people. The sampling technique used is non-probability sampling with purposive sampling technique. The analysis method used is multiple regression analysis. The results of the study show that the influence of Store Atmosphere, Location, Product Diversity, and Service Quality partially has a positive and significant effect on Purchase Decisions at 3second Stores in Pangkalpinang City. The results of simultaneous tests of Store Atmosphere, Location, Product Diversity, and Service Quality together have a positive and significant effect on Purchase Decisions at 3second Stores in Pangkalpinang City.