Published: 2023-02-07
Role of Product Quality and Store Atmosphere on Purchase Decision of Clothing Product Vintage Vibes
DOI: 10.35870/jemsi.v9i1.915
Siti Aisyah, Chairul Anwar, Nugroho Djati Satmoko, Sutrisno, Uli Wildan Nuryanto
- Siti Aisyah: Unismuh Makassar
- Chairul Anwar: Politeknik Jakarta Internasional
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Nugroho Djati Satmoko:
Padjadjaran University
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Sutrisno:
Universitas PGRI Semarang
- Uli Wildan Nuryanto: Universitas Bina Bangsa
Abstract
The objectives of this study is to examine role of product quality and store atmosphere on purchase decision of clothing product of Vintage Vibes. This research uses quantitative research. This study aims to analyze the influence of product quality and store atmosphere on purchasing decisions at Vintage Vibes. In this study, there are two kinds of variables, namely the independent variable and the dependent variable. The independent variables in this study are product quality and the atmosphere in the store, while the dependent variable is purchasing decisions. The unit of analysis in this study is "vintage vibes," with the criteria being namely those who have purchased fashion products at Vintage Vibes. The result of this study show that product quality has a positive effect on purchase decisions. Store atmosphere has an influence on purchase decision. Product quality and store atmosphere have a joint effect on purchase decision.
Keywords
product quality; store atmosphere; purchase decision; clothing product
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 9 No. 1 (2023)
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Section: Articles
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Published: 2023-02-07
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License: CC BY 4.0
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Copyright: © 2023 Authors
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DOI: 10.35870/jemsi.v9i1.915
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