THE EFFECT OF PRICE, PROMOTION, PRODUCT COMPLETENESS, STORE ATMOSPHERE AND SERVICE QUALITY ON PURCHASE DECISIONS AT THE SARI RASA STORE IN MADIUN CITY

Siti Fatimatul Zahra, Rizal Ula Ananta Fauzi

Abstract


This study aims to examine the extent to which price, promotion, product completeness, store atmosphere, and service quality influence consumer purchasing decisions at Toko Sari Rasa in Madiun. The importance of this research lies in understanding the factors that consumers consider before making a purchase. The study employed a quantitative approach with an associative research design. Data were collected from 384 respondents, selected purposively, through the distribution of questionnaires to customers of Toko Sari Rasa. The findings indicate that promotion, store atmosphere, and service quality have a positive and significant effect on purchasing decisions. On the other hand, product completeness shows a positive but insignificant effect, while price exerts a negative and insignificant influence. Thus, it can be concluded that consumer purchasing decisions are more strongly shaped by shopping comfort, attractive promotions, and good service compared to price and product completeness.


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