Analisis Pengaruh Kualitas Pelayanan dan Store Atmosphere Terhadap Keputusan Pembelian (Studi Kasus pada Konsumen Carrefour Solo Baru)

This study aims to determine the quality of service and store atmosphere that has an influence on purchasing decisions at Carrefour in Solo Baru. The population used in this study is all consumers who have bought products at Carrefour in Solo Baru. The sampling technique uses random sampling with the number of samples obtained as many as 100 respondents. Testing the hypothesis in this study using a regression analysis tool. Based on the calculation of the coefficient of determination (R2) obtained value of the coefficient of determination (R2) of 0.359. This means that variations in purchasing decision variables can be made by service quality and store atmosphere variables by 35.9%, while the remaining 64.1% is explained by factors other than the required model. Based on the F test shows the quality of service and store atmosphere together significantly influence purchasing decisions. Based on the t test shows the quality of service and store atmosphere affect the purchasing decision