Pengaruh Store Layout Dan Interior Display Terhadap Keputusan Pembelian Di Indomaret Jakarta

Abstract

The background of this research is to see the rapid growth of Indomaret outlets, due to the Display factor which consists of Store Layout and Interior Display in Indomaret stores which can influence Purchasing Decisions. The purpose of this study was to determine and analyze the influence of Store Layout and Interior Display on Purchasing Decisions at Indomaret Fresh Stores located in the Indomaret Tower Building, Jakarta. The research method used in this study is a quantitative method, with data collection techniques using field study methods (distribution of questionnaires). While the data analysis technique uses a quantitative descriptive statistical approach. The criteria for the informants that the authors used as samples in this study were consumers who came to shop, who were making purchases at the store with the topic under study and had enough time to be given a questionnaire. The results of the study prove partially that there is an influence from Store Layout (X1) on purchasing decisions (Y). This is evidenced by the acquisition of Sig = 0.000 <0.05 and tcount = 2.241 > ttable = 1.663 with a value of 41.9%. And there is a significant influence Interior Display (X2) on purchasing decisions (Y). This is evidenced by the acquisition of Sig = 0.000 <0.05 and tcount = 12.329 > ttable = 1.663 with a value of 65.5%, as well as the results of the Anova test or F test obtained an F count of 75,197. with a probability of 0.000. Because the probability is less than 0.05, the regression model can be used to find the effect that Store Layout and Interior Display simultaneously influence Purchase Decision by 65.6%.