PENGARUH LAYANAN ALFAGIFT DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA ALFAMART GARU II A MEDAN

Abstract

This study aims to determine the effect of Alfagift service and store atmosphere on consumer purchasing decisions at Alfamart Garu II A Medan. This study uses a quantitative descriptive method, the population is Alfamart Garu II A Medan consumers from January to May 2022 as many as 338 people. As for the place of this research is Alfamart which is located in Garu II A Kel. Harjosari I, Medan Amplas Subdistrict, North Sumatra, starting from December 2021 to June 2022. The sampling technique used in this study was the Slovin Formula, so that the research sample was set at 77 people. The results of this study indicate the multiple linear regression equation obtained by the equation Y 3.634 + 0.379X1 + 0.411X2. The results of the t-test obtained that the value of tcount = 3.890 > ttable = 1.665 and a significance of 0.000 <0.05, then Ha is accepted and Ho is rejected, which means that the Alfagift Service variable (X1) partially has a significant influence on Purchase Decisions at Alfamart Garu II A Medan. The value of tcount = 5.586 > ttable = 1.665 and a significance of 0.000 <0.05, then Ha is accepted and Ho is rejected, which means that the Store Atmosphere (X2) variable partially has a significant influence on Purchase Decisions at Alfamart Garu II A Medan. The results of the F test obtained a positive value of Fcount = 40.185 > Ftable = 2.73 and a significance of 0.000 <0.05, meaning that the service variable Alfagift and Store Atmosphere simultaneously have a positive and significant effect on Purchase Decisions at Alfamart Garu II A Medan. The value of Adjusted R Square (R2) is 0.508 or 50.8%, while the remaining 49.2% is explained by other variables not examined in this study. So this research concludes that Alfagift Service (X1) and Store Atmosphere (X2) affect Employee Productivity (Y).