PENGARUH LOKASI TOKO DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO FANANI LAMONGAN

This study was conducted to determine the significant influence of location and store atmosphere on purchase decision of Fanani Store Consumer. The data analysis method used is multiple linear regression analysis using SPSS 21.0 for Windows Software. Data obtained by using the questionnaire (questionnaire) with the number’s samples of 65 respondents of Fanani Store. The results showed that the independent variable is location and store atmosphere positive influence on purchase decision. Then Store atmosphere variable is the dominant variable affecting consumer purchasing decision of Fanani Store