Store Atmosphere Toserba Lestari Baru Gemolong (Analisis Keputusan Pembelian)

This study aims to (1) analyze the store atmosphere policy at the Toserba Lestari Baru Gemolong, (2) to analyze purchasing decisions in the store atmosphere at the Toserba Lestari Baru Gemolong. This research uses qualitative research with case study design. Data collection techniques in the form of interviews, observation, and documentation. Data analysis techniques used are data collection, data condensation, data presentation, and drawing conclusions or verification and data validity by triangulation of methods and sources. Based on the results of this study, it is known that (1) the store atmosphere policy that has been implemented by Toserba Lestari Baru Gemolong is exterior (the front of the store) in the form of strategic locations, building shapes, signage, and parking lots. In the general interior (the inside of the store) in the form of color and lighting, store cleanliness, aroma and music, and salespeople. In the store layout (store layout) in the form of cashier placement and goods storage. In the interior display (in-store decoration) in the form of placement of similar items, pricing, and technology, (2) overall the four elements of store atmosphere are factors for purchasing decisions at Toserba Lestari Baru Gemolong, but store atmosphere is the most important factor in purchasing decisions at Toserba Lestari Baru. Gemolong is the cleanliness of the shop