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Submitted
May 17, 2024
Published
Jun 29, 2024
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Abstract

Abstrak (versi bahasa)


Tujuan – Penelitian ini bertujuan untuk mengetahui pengaruh citra toko, promosi, dan pelayanan terhadap keputusan belanja konsumen pada House Beauty & Perfume di Langsa.


Metode – Penelitian ini menggunakan metode kuantitatif dengan menggunakan data primer yang dikumpulkan dari 96 kuesioner. Analisis regresi linier berganda dilakukan dengan menggunakan SPSS.


Hasil – Temuan menunjukkan bahwa ketiga variabel yaitu citra toko, promosi, dan pelayanan berpengaruh signifikan terhadap keputusan belanja konsumen pada Liza House Beauty & Perfume di Langsa, baik secara individu maupun kolektif.


Keterbatasan – Penelitian ini dibatasi oleh ruang lingkup variabel yang diteliti. Survei ini juga hanya mencakup 96 peserta yang dijadikan sampel secara kebetulan, tidak termasuk pembeli online.


Implikasi Praktis – Sebagai implikasi praktis, hasil penelitian ini dapat menjadi referensi bagi pemilik usaha untuk menjaga dan meningkatkan citra toko, promosi, dan kualitas layanan sehingga menumbuhkan loyalitas konsumen di Liza House Beauty & Perfume di Langsa.

Keywords

Citra toko keputusan konsumen pelayanan promosi

Article Details

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