PENGARUH KUALITAS PRODUK, HARGA DAN STORE ATMOSPHERETERHADAP MINAT BELI KONSUMEN PADA TOKO EMAS DAN MUTIARA DISEKARBELA KOTA MATARAM

Abstract

This study aimed to analyze the significant influence between product quality, price, and store atmosphere toward consumer purchase intention on the gold and pearl store in Sekarbela Mataram city. Intake of respondents conducted with convenience sampling technique using a questionnaire distributed to 100 respondents. The data analysis technique used is multiple linear regression analysis. Based on the analysis conducted, it can be concluded that the variable quality of the product, price, and store atmosphere positive and significant impact toward consumer purchase intention on the gold and pearl store in Sekarbela Mataram city. This means that if the quality of the product, price, and store atmosphere is enhanced by the gold and pearls shop owners in Sekarbela city of Mataram, can be increasing the consumer purchase intention. While the dominant variable affecting consumer purchase intention is the store atmosphere variable.