PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN ERIGO DI GALAXY MALL 3 SURABAYA

HERLAMBANG, PUNGKY (2023) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN ERIGO DI GALAXY MALL 3 SURABAYA. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Abstract

The development of fashion brands in this modern era is increasingly diverse, starting from head to toe, everyone needs attractive fashion as a sign that people have a lifestyle that is in line with modern developments. Many companies produce fashion brands, one of the brands founded by the nation's children is "Erigo" which carries the theme of casual fashion which is currently developing, and is still being maintained. Erigo is one of the most popular brands among young people and adults alike. Erigo products are often included in the list of local distro brand recommendations that are able to penetrate the international market. This study aims to determine the effect of product quality, price perception and store atmosphere on purchasing decisions for Erigo products at Galaxy Mall 3 Surabaya. The method used is a quantitative method. The population in this study were Erigo consumers at Galaxy Mall 3 Surabaya with the condition that they had purchased Erigo products with at least one purchase. The technique used in this study was a purposive sampling technique with a total sample of 75 respondents. Data collection techniques using questionnaires that have been tested for validity and reliability. The data analysis technique used is multiple linear regression. The results of data analysis showed that all statement items of each variable in the questionnaire were declared valid with a value of r count > r table of 0.2272, all variables were declared reliable with a Cronbanch's Alpha value > 0.60. The results of the P-P plots of the Normality Test show that the data used in this study are normally distributed. The results of the multicollinearity test showed no symptoms of multicollinearity between the independent variables in the regression model with a tolerance value of > 0.10 and VIF < 10. The results of the Heteroscedasticity test showed no symptoms of Heteroscedasticity in the regression model because it did not form a clear pattern and there was a distribution of points above and below on the number 0 and the Y axis. The results of the multiple linear regression equation in this study are Y = 0.736 + 0.176 X1 + 0.187 X2 + 0.263 X3. Contribution of Product Quality, Perceived Price, Store Atmosphere to Erigo's Purchase Decision at Galaxy Mall 3 Surabaya based on adjusted R square is 78.4% which is included in the high category. The results of data analysis t test shows that the product quality variable has a significant effect on purchasing decisions with t count 4.534 > t table 1.66660 and a significance of 0.000 <0.05, the price perception variable has a significant effect on purchasing decisions with tcount 2.369 > t table 1.66660 and a significance of 0.021 < 0.05, the Store Atmosphere variable has a significant effect on purchasing decisions with tcount 3.758 > t table 1.66660 and a significance of 0.000 <0.05.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor PAHAR, BRUNO HAMI NIDN0723095702 bruno.pahar@ukdc.ac.id
Uncontrolled Keywords:	Product Quality, Price Perception, Store Atmosphere, Brand Local.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Gaudens Dillalino
Date Deposited:	22 Sep 2025 01:50
Last Modified:	22 Sep 2025 01:50
URI:	http://repositori.ukdc.ac.id/id/eprint/1737

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