Pengaruh Store Atmosphere dan Harga terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening (Studi pada Konsumen Gelael Ciputra Mall Semarang)

Abstract

Abstract: The purpose of this study is to determine the effect of store atmosphere and price on purchasing decisions through buying interest in consumers of Gelael Ciputrra Mall Semarang. The type of this research is using explanatory research. For the sampling is using nonprobability sampling technique and purposive sampling method. The sample used is 100 respondents who have made purchases at Gelael Ciputra Mall. This study used PLS-SEM analysis through program of WarpPLS 6.0. The results of this study indicate that there is an influence of store atmosphere on buying interest, there is an influence of store atmosphere on purchasing decisions, there is a price effect on buying interest, there is a price effect on purchasing decisions, there is an influence of buying interest on purchasing decisions. Based on the sobel test results, there is the influence of store atmosphere on purchasing decisions through buying interest and price on purchasing decisions through buying interest. Then based on the results of the mediation test, purchase intention is not an intervening variable in mediating the effect of store atmosphere on purchasing decisions, and purchase intention is a partial intervening variable in mediating the effect of price on purchasing decisions.

Keywords: Store Atmosphere; Price; Purchase Intentions; Purchasing Decisions

Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh store atmosphere dan harga terhadap keputusan pembelian melalui minat beli pada konsumen Gelael Ciputrra Mall Semarang. Tipe penelitian yang dipakai adalah explanatory research. Pengambilan sampel menggunakan teknik nonprobability sampling dan metode purposive sampling. Sampel yang digunakan sebanyak 100 responden yang pernah melakukan pembelian pada Gelael Ciputra Mall. Teknik pengumpulan data menggunakan kuesioner, wawancara, dan studi pustaka. Penelitian ini menggunakan analisis PLS-SEM melalui program WarpPLS 6.0. Hasil penelitian ini menunjukan bahwa terdapat pengaruh store atmosphere terhadap minat beli, terdapat pengaruh store atmosphere terhadap keputusan pembelian, terdapat pengaruh harga terhadap minat beli, terdapat pengaruh harga terhadap keputusan pembelian, terdapat pengaruh minat beli terhadap keputusan pembelian. Dan berdasarkan hasil uji mediasi, minat beli bukan merupakan variabel intervening dalam memediasi pengaruh store atmosphere terhadap keputusan pembelian dan minat beli merupakan variabel intervening parsial dalam memediasi pengaruh harga terhadap keputusan pembelian.

Kata Kunci: Store Atmosphere, Harga, Minat Beli, Keputusan Pembelian