Research Article
Shopper Decisions at Zahra Dhilla Shop Minimarket Affected by the Store Environment and Product Completeness
@INPROCEEDINGS{10.4108/eai.17-12-2022.2333232, author={Betty Leindarita and Trie Ryca and Nanda Kristia Santoso and Novi Pratiwi and Risnawati Risnawati}, title={Shopper Decisions at Zahra Dhilla Shop Minimarket Affected by the Store Environment and Product Completeness}, proceedings={Proceedings of the International Conference on Economic, Management, Business and Accounting, ICEMBA 2022, 17 December 2022, Tanjungpinang, Riau Islands, Indonesia}, publisher={EAI}, proceedings_a={ICEMBA}, year={2023}, month={6}, keywords={store atmosphere; product completeness purchase decision}, doi={10.4108/eai.17-12-2022.2333232} }- Betty Leindarita
Trie Ryca
Nanda Kristia Santoso
Novi Pratiwi
Risnawati Risnawati
Year: 2023
Shopper Decisions at Zahra Dhilla Shop Minimarket Affected by the Store Environment and Product Completeness
ICEMBA
EAI
DOI: 10.4108/eai.17-12-2022.2333232
Abstract
In this study, the Zahra Dhilla retail Minimarket's retail environment and product completeness will be evaluated in relation to consumer purchase decisions, either alone or together. Quantitative associative approach is employed. One hundred clients from Zahra Dhilla Store Minimarket participated in the study. Using a questionnaire, data gathering is carried out. Multiple linear regression with SPSS Version 25 was utilized to analyze the data for this investigation. This study reveals that store atmosphere and product availability influence consumer purchasing decisions. Consumers are more likely to make purchases at the Zahra Dhilla Shop Minimarket if the store's ambiance and product selection are more favorable. According to the results of the debate, there is a partial and concurrent relationship of store ambience and product availability on consumer purchase decisions. This indicates that the two variables were successful in boosting the purchase decision by 51.3%.
