Pengaruh Store Atmosphere dan Harga Terhadap Keputusan Pembelian (Studi Pada Konsumen Palapa Toserba Surabaya)

This study is based on the phenomenon of the gap, the gap is palapa toserba with good store atmosphereand cheap product price but decreasing sales in the last year. The purpose of this study is to analyze anddiscuss the influence of store atmosphere and price on purchase decisions at palapa toserba.. This studyis a conclusive study and using non probability sampling technique. The sampling technique used wasjudgmental sampling with a total of 220 respondents. Technique of collecting data is usingQuestionnaire. Scale of measurement in this study using Likert scale. Statistical analysis used is multiplelinear regressions analysis with spss. The results of this study indicate that the variable store atmospheresignificant effect on purchasing decisions with significant value 0.018. Price variables have significanteffect on purchasing decision with significant value 0.000.Keywords: store atmosphere, price, purchase decision