Pengaruh Experiental Marketing Dan Store Atmosphere Terhadap Keputusan Pembelian Pada Alfamart Cabang Sadia I, Kota Bima

Shaiinnali; Ashabili; Ernawati; Sri; Hamidah; Nur Khusnul

Hatta: Jurnal Pendidikan Ekonomi dan Ilmu Ekonomi

STKIP Majenang

📄 Abstract

Indonesian people's shopping trends tend to shift from traditional markets to modern retail for reasons of convenience, location affordability, and speed of service. This study aims to determine whether Store Atmosphere and Experiential Marketing have a significant effect on consumer purchasing decisions at Alfamart Sadia I branch either partially or simultaneously. The data collection method uses a questionnaire with a Likert scale. The population in the study were all consumers of Alfamart Sadia I branch with a sample size of 96 people. Data analysis techniques used multiple linear regression, t-test and f-test. The results of the study showed that Experiential Marketing had no significant effect on purchasing decisions, Store Atmosphere had a significant effect on purchasing decisions and Experiential marketing and store atmosphere had a significant effect on purchasing decisions.

🔖 Keywords

#Experiential Marketing #Store Atmosphere #Purchasing Decisions #Consumen #Retail

ℹ️ Informasi Publikasi

Tanggal Publikasi

28 July 2025

Volume / Nomor / Tahun

Volume 3, Nomor 1, Tahun 2025

📝 HOW TO CITE

Shaiinnali, Ashabili; Ernawati, Sri; Hamidah, Nur Khusnul, "Pengaruh Experiental Marketing Dan Store Atmosphere Terhadap Keputusan Pembelian Pada Alfamart Cabang Sadia I, Kota Bima," Hatta: Jurnal Pendidikan Ekonomi dan Ilmu Ekonomi, vol. 3, no. 1, Jul. 2025.

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