Pengaruh Store Atmosphere, Sales Promotion, dan Diversity Product terhadap Keputusan Pembelian di Jelita Cosmetic Store Cabang HR Muhammad Surabaya

Aprilia Putri Damayanti ; Ni Made Ida Pratiwi ; Diana Juli Mulyati
Jurnal Bisnis Kreatif dan Inovatif 📅 2025 Vol 2, No 2 🔗 DOI: 10.61132/jubikin.v2i2.529
Abstract
Indonesia's cosmetics industry has experienced rapid growth, leading to heightened competition and necessitating consumer-oriented marketing strategies. Jelita Cosmetic Store, located on Mayjend HR. Muhammad Street in Surabaya, faces these challenges by focusing on key marketing aspects such as Store Atmosphere, Sales Promotion, and Product Diversity. This study aims to examine the influence of Store Atmosphere, Sales Promotion, and Product Diversity on consumer purchasing decisions at the aforementioned store. A quantitative research method was employed, involving 100 respondents through an online questionnaire. The findings indicate that all three variables significantly affect purchasing decisions, both partially and simultaneously. These results underscore the importance of integrated marketing strategies in enhancing customer loyalty and increasing sales. This research is expected to serve as a reference for cosmetic retail practitioners and encourages future studies to include additional variables such as price, service quality, or brand image to provide a more comprehensive understanding of consumer purchasing behavior.
Keywords
Store Atmosphere; Sales Promotion; Diversity Product; Purchasing Decision
How to Cite

Aprilia Putri Damayanti, et al. (2025). Pengaruh Store Atmosphere, Sales Promotion, dan Diversity Product terhadap Keputusan Pembelian di Jelita Cosmetic Store Cabang HR Muhammad Surabaya. Jurnal Bisnis Kreatif dan Inovatif, 2(2). https://doi.org/10.61132/jubikin.v2i2.529

Aprilia Putri Damayanti; Ni Made Ida Pratiwi; Diana Juli Mulyati, "Pengaruh Store Atmosphere, Sales Promotion, dan Diversity Product terhadap Keputusan Pembelian di Jelita Cosmetic Store Cabang HR Muhammad Surabaya," Jurnal Bisnis Kreatif dan Inovatif, vol. 2, no. 2, 2025.

Aprilia Putri Damayanti; Ni Made Ida Pratiwi; Diana Juli Mulyati. "Pengaruh Store Atmosphere, Sales Promotion, dan Diversity Product terhadap Keputusan Pembelian di Jelita Cosmetic Store Cabang HR Muhammad Surabaya." Jurnal Bisnis Kreatif dan Inovatif, vol. 2, no. 2, 2025.

Aprilia Putri Damayanti; Ni Made Ida Pratiwi; Diana Juli Mulyati. "Pengaruh Store Atmosphere, Sales Promotion, dan Diversity Product terhadap Keputusan Pembelian di Jelita Cosmetic Store Cabang HR Muhammad Surabaya." Jurnal Bisnis Kreatif dan Inovatif 2, no. 2 (2025).

Aprilia Putri Damayanti, et al. (2025) 'Pengaruh Store Atmosphere, Sales Promotion, dan Diversity Product terhadap Keputusan Pembelian di Jelita Cosmetic Store Cabang HR Muhammad Surabaya', Jurnal Bisnis Kreatif dan Inovatif, 2(2). doi: 10.61132/jubikin.v2i2.529.

Aprilia Putri Damayanti; Ni Made Ida Pratiwi; Diana Juli Mulyati. Pengaruh Store Atmosphere, Sales Promotion, dan Diversity Product terhadap Keputusan Pembelian di Jelita Cosmetic Store Cabang HR Muhammad Surabaya. Jurnal Bisnis Kreatif dan Inovatif. 2025;2(2).

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