PENGARUH STORE ATMOSPHERE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Distro Eiger Malang)

This research was conducted to determine the effect of store atmosphere and price on purchasing decisions on consumers of the Eiger Malang distribution. This type of research is causal research with a quantitative approach. The population in this study were consumers who had bought the Eiger Malang distribution with a sample of 98 respondents. Data collection techniques using questionnaires. Meanwhile, the results of the study indicate that the store atmosphere has an effect on purchasing decisions at the Eiger Distribution Outlet. Price has an effect on purchasing decisions at Distribution Outlet Eiger Malang. Price has a dominant effect on purchasing decisions. That is, what encourages consumers to make purchases at the Eiger Malang distribution is the price variable