The Influence of Store Image, Store Atmosphere, and Product Quality on Purchasing Decisions at the Beginning of Each Month at the Jw Collection Gold Shop in Mojokerto City

Diajeng Putri Amelia; Nurlaela; Pancanto Kuat Prabowo

doi:10.61536/escalate.v4i02.757

Authors

Diajeng Putri Amelia Maarif Hasyim Latif University
Nurlaela Maarif Hasyim Latif University
Pancanto Kuat Prabowo Maarif Hasyim Latif University

DOI:

https://doi.org/10.61536/escalate.v4i02.757

Keywords:

Consumer Behavior, Product Quality, Purchase Decision, Store Atmosphere, Store Image

Abstract

The increasingly tight competition in the gold jewelry retail industry requires companies to understand the factors that influence consumer purchasing decisions, especially at the beginning of the month when purchasing power tends to increase. This study aims to analyze the influence of store image, store atmosphere, and product quality on purchasing decisions at the JW Collection Gold Shop in Mojokerto City. This study uses an explanatory quantitative approach with a survey method. The research population is consumers of the JW Collection Gold Shop with a sample of 100 respondents selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed using descriptive statistics, validity tests, reliability tests, classical assumptions, multiple linear regression, t-tests, F-tests, and coefficients of determination with SPSS 31. The results showed that the three variables have a positive and significant effect, both partially and simultaneously, on purchasing decisions. In conclusion, product quality is the strongest partial predictor, while the three variables explain 87.9% of the variation in purchasing decisions

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