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JURNAL BISNIS DAN AKUNTANSI
Vol. 14, No. 2a, Is. 3, November 2012, Hlm. 59-68

EFFECT OF CUSTOMER SERVICE, STORE DESIGN AND DISPLAY, COMMUNICATION MIX, LOCATION, MERCHANDISE ASSORTMENT AND PRICING ON PURCHASE DECISION

HENDRA KURNIAWAN

STIE Trisakti
hkurniawan@stietrisakti.ac.id

 

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http://www.tsm.ac.id/JBA/JBAVOL14/EFFECT OF CUSTOMER SERVICE, STORE DESIGN AND DISPLAY, COMMUNICATION MIX, LOCATION, MERCHANDISE ASSORTMENT AND PRICING ON PURCHASE DECISION

ABSTRACT:

The purpose of this study is to know how the influence of customer service, store design and display, communication mix, location, merchandise assortment and pricing on purchase decision in 7-Eleven at Jakarta. The research design used in descriptive research and causality research. The sampling in the study was purposive sampling and uses 100 respondents. Data is used the primary data, and the methods for the analysis is regression Y= a + bX + e and multiple regression Y= a + b1X1 + b2X2 + b3X3 + ... + bnXn + e, analysis with SPSS 21 programs. The result this research is of customer service, store design and display, communication mix, location, merchandise assortment and pricing have positive influence to purchase decision individually. Customer service, store design and display, communication mix, location, merchandise assortment and pricing have positive influence to purchase decision simultaneously.

Keyword :Customer Service, Store Design and Display, Communication Mix, Location, Merchandise Assortment, Pricing, and Purchase Decision
 
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