Pengaruh Kualitas Pelayanan, Store Atmosphere, dan Word of Mouth terhadap Keputusan Pembelian (Studi Kasus pada UKM Toko Barokah di Desa Turi Lamongan)

Abstract

The purpose of this study was to determine the influence of service quality, store atmosphere, and word-of-mouth promotion on purchasing decisions partially and simultaneously, and to determine the most dominant variable of the three. This study was quantitative and descriptive. The subjects were consumers of Toko Barokah. The population used was 960 consumers, with a sample of 91 respondents. Data collection methods included distributing questionnaires, interviews, and observation. Based on the results of the study, it was found that service quality partially had a positive and significant effect on purchasing decisions with a calculated t value of 3.349 > t table 1.987 and a Sig. value of 0.001 < 0.05. Store atmosphere partially had a positive and significant effect on purchasing decisions with a calculated t value of 2.322 > t table 1.987 and a Sig. value of 0.023 < 0.05. And Word of Mouth partially has a positive and significant effect on purchasing decisions with a calculated t value of 2.062 > t table 1.987 and a Sig. value of 0.042 < 0.05. Service Quality, Store Atmosphere, and Word of Mouth simultaneously have a positive and significant effect on the Purchasing Decision variable with a calculated F value of 39.493 > F table 2.71 and a Sig. value of 0.000 < 0.05. The Service Quality variable has the most dominant influence with a value of 0.345. The contribution in this study is as a material for developing lecture materials for both science and existing reality. Then for implications as a means of applying theory to reality, as reading material, business information material in decision making, and library material for further research. Research limitations for further researchers are expected to expand the scope of research and consider the influence of social media and consumer reviews, especially on retail MSMEs in rural areas. Furthermore, it is recommended that the owner of the Barokah Shop in Turi Village continue to maintain and improve the quality of service, store atmosphere, and build good relationships with customers.