Pengaruh Store Atmosphere, Sales Promotion, dan Diversity Product terhadap Keputusan Pembelian di Jelita Cosmetic Store Cabang HR Muhammad Surabaya
DOI:
https://doi.org/10.61132/jubikin.v2i2.529Keywords:
Store Atmosphere, Sales Promotion, Diversity Product, Purchasing DecisionAbstract
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.
Downloads
References
Agustin, M., & Maruta, I. A. (2021). Pengaruh Store Atmosphere, Harga dan Keragaman Produk Terhadap Keputusan Pembelian Pada Kafe Aola Paciran Lamongan.
Amstrong, G., Kotler, P., & Opresnik Oliver, M. (2023). Marketing An Introduction (15th editi). Pearson Education.
Catherine Afryani. (2022). Pengaruh Cita Rasa Kopi, Keberagaman Produk Terhadap Kepuasan Pelanggan Kopiteori Di Makassar. Skripsi.
Gunawan. (2022). Keputusan Pembelian Konsumen Marketplace Shopee Berbasis Sosial Media Marketing.
Hapsari, R., Ratnawati, K., & Anggraeni, R. (2020). Entrepreneurial Marketing.
Juliana, & Dkk. (2022). Dasar-Dasar Pemasaran. Penerbit NEM – Anggota IKAPI.
Kumara, D., & Oktaviana, S. (2023). Pengaruh Harga dan Store Atmosphere terhadap Keputusan Pembelian pada Kopi Dewe di Ciledug Kota Tangerang. Jurnal Ilmiah Swara MaNajemen (Swara Mahasiswa Manajemen), 3(3), 569.
Makarim, Amirah, S., & Nugraha, B. K. (2023). Pengaruh Sales Promotion terhadap Keputusan Pembelian pada CV. Fuji Mebel Sukamantri Ciamis. Jurnal E-Bis, 7(1), 209–222.
Marsella, D. D., Taufik, M., & Hartono. (2020). Pengaruh Keragaman Produk, Kualitas Pelayanan dan Suasana Toko terhadap Keputusan Pembelian di Butik Nabila Lumajang. Jobman: Journal of Organization and Business Management, 2(4), 236–241.
Resa, T. A. (2024). Pengaruh Product Diversity , Perceived Price Dan Store Atmosphere Terhadap Keputusan Pembelian Dalam Perspektif Bisnis Islam. In Jurnal Ekonomi , Manajemen , Bisnis Dan Sosial (Vol. 4).
Rezeki, S. (2024). Pengaruh Promosi Penjualan dan Persediaan Terhadap Volume Penjualan Pada PT Kingled Indonesia. Senashtek 2024, 2(1), 351–358.
Simamora, B. (2011). Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel. PT. Gramedia Pustaka Utama.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D (23rd Editi). Alfabeta, Bandung.
tamara, kirana lorenza the, Jaya, A., & Halik, J. B. (2024). Pengaruh Social Media Marketing dan Sales Promotion Terhadap Keputusan Pembelian Tastea Perintis Kemerdekaan Makassar. Jurnal Ekonomi Islam, 19, 112–131.
Kotler, P., & Amstrong, G. (2018). Manajemen Pemasaran. PT Gelora Aksara Pratama.
Kotler, P., & Keller, K. P. (2016). Marketing Management. 15th edn.
Kotler, Philip, & Gary Amstrong. (2019). Prinsip-prinsip Pemasaran (Edisi13 ed.).
Levy, M., & Grewal, D. (2022). Retailing Management (11th/SE). McGraw-Hill.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Bisnis Kreatif dan Inovatif
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
