ANALISIS PENGARUH LOKASI USAHA, HARGA & STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN PADA UMK PASAR APUNG WISATA PERAHU KALIMAS SURABAYA

Abstract

This research was conducted at Kalimas Floating Market Surabaya. This research was conducted to determine the influence of business location, price, and store atmosphere on consumer purchasing decisions in the Kalimas Surabaya boat tourism floating market which is important to study because the floating market has different characteristics from traditional markets in general. Traders in the floating market need to understand the factors that influence consumer purchasing decisions so that they can increase sales and optimize their marketing strategies The research method used is quantitative method, with the population being Surabaya residents who have made purchases at the Kalimas Tourism Surabaya Floating Market MSE, and with sampling techniques using incidental sampling techniques, as well as using multiple linear regression analysis techniques. The results of this study are that partially the business location has no influence and is not significant to the purchase decision, partially the price has an influence and is significant on the purchase decision, partially the store atmosphere has no influence and is not significant on the purchase decision, and simultaneously the business location, price, and store atmosphere has an influence and significant influence on purchasing decisions at UMK Pasar Apung Wisata Kalimas Surabaya.