Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia

Research Article

The Influence Of Store Layout, Store Atmosphere, And Product Diversity On Purchasing Decision (Study At Surya Mart University Of Muhammadiyah Surabaya)

Download48 downloads
  • @INPROCEEDINGS{10.4108/eai.2-8-2023.2341531,
        author={Hariz Fajar Kurniawan and Muhammad Alhakim Danurwindo and Mochamad  Mochklas},
        title={The Influence Of Store Layout, Store Atmosphere, And Product Diversity On Purchasing Decision (Study At Surya Mart University Of Muhammadiyah Surabaya)},
        proceedings={Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia},
        publisher={EAI},
        proceedings_a={ICEB},
        year={2024},
        month={6},
        keywords={store layout store atmosphere product diversity and purchasing decision},
        doi={10.4108/eai.2-8-2023.2341531}
    }
    
  • Hariz Fajar Kurniawan
    Muhammad Alhakim Danurwindo
    Mochamad Mochklas
    Year: 2024
    The Influence Of Store Layout, Store Atmosphere, And Product Diversity On Purchasing Decision (Study At Surya Mart University Of Muhammadiyah Surabaya)
    ICEB
    EAI
    DOI: 10.4108/eai.2-8-2023.2341531
Hariz Fajar Kurniawan1, Muhammad Alhakim Danurwindo1,*, Mochamad Mochklas1
  • 1: Universitas Muhammadiyah Surabaya
*Contact email: alhakim.d@um-surabaya.ac.id

Abstract

This research was conducted on the Surya Mart object at the University of Muhammadiyah Surabaya. Therefore, this study aims to analyze the effect of store layout, store atmosphere, and product diversity on purchasing decisions at Surya Mart. The research approach uses descriptive quantitative research methods. Store layout has a significant influence on purchasing decisions. Store atmosphere significantly influences purchasing decisions at the Surya Mart study at the Muhammadiyah University of Surabaya. Product diversity does not significantly affect purchasing decisions in the Surya Mart, University of Muhammadiyah Surabaya. The store layout, atmosphere, and product diversity significantly influence purchasing decisions at the Surya Mart University of Muhammadiyah Surabaya..