PENGARUH SOSIAL MEDIA DAN ATMOPSHERE STORE TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO NABILA FASHION

Abstract

Abstrak: Toko Nabila Fashion merupakan toko fashion wanita yang berada dikabupaten bima, yang berlokasi didaerah Tente. Toko Nabila Fashion menjual berbagai macam pakian serta aksesoris wanita sesuai dengan kebutuhan yang wanita inginkan, sehingga tidak heran jika banyak masyarakat Tente berbelanja di Toko Nabila Fashion.. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh social media dan atmosphere store terhadap keputusan pembelian pada toko nabila fashion.Jenis penelitian yaitu Asosiatif, Instrumen penelitian menggunakan kuesioner dengan skala likert.Populasi yang digunakan dalam penelitian ini yaitu seluruh konsumen yang pernah berbelanja di Toko Nabila Fashion yang tidak di ketahui secara pasti jumlahnya (unknown population) jumlah sampel yang digunakan  dalam penelitian ini sebanyak 96 respondendengan teknik pengambilan sampel yaitu purposive sampling.Teknik pengumpulan data dengan observasi, kuesioner, dan study pustaka. Teknik Analisa data dengan melakukan uji validitas, uji reliabilitas, uji regresi linear berganda, koefisien korelasi, uji determinasi, uji t, dan uji f. Hasil penelitian  ini menunjukan bahwa social media dan atmosphere storeberpengaruh signifikan  terhadap keputusan pembelian pada Toko Nabila Fashion.

Kata Kunci: Sosial Media, Atmosphere Store, Dan Keputusan pembelian

Abstract: Nabila Fashion Store is a women's fashion store located in the Bima district, which is located in the Tente area. Nabila Fashion store sells various kinds of clothes and women's accessories according to the needs that women want, so it's not surprising that many Tente people shop at Nabila Fashion Store. The purpose of this study was to determine the effect of social media and store atmosphere on purchasing decisions at Nabila stores. fashion. The type of research is associative, the research instrument uses a questionnaire with a Likert scale. The population used in this study were all consumers who had shopped at Nabila Fashion Stores whose number was unknown (unknown population). The number of samples used in this study were 96 respondents with a sampling technique that was purposive sampling. Data collection techniques with observation, questionnaires, and literature study. Data analysis techniques by carrying out validity tests, reliability tests, multiple linear regression tests, correlation coefficients, determination tests, t tests, and f tests. The results of this study indicate that social media and store atmosphere have a significant effect on purchasing decisions at Nabila Fashion Stores.

Keywords: Social Media, Store Atmosphere, and Purchase Decision