THE INFLUENCE OF SERVICE QUALITY, STORE ATMOSPHERE, AND BRAND AWARENESS TOWARD CONSUMER PURCHASE DECISION AT PT. DEMPO MARGANA PRATAMA

Abstract

The development of music industry is rapidly growing each year. It requires PT. Dempo Margana Pratama to maintain and improve itself to increase the sales and attract new customers. Through excellent services, good store ambience, and strong brand management, it could appeal or attract customer to make a purchase. This research focused only on four variables: service quality (X1), store atmosphere (X2), brand awareness (X3), and purchase decision (Y). The aim of this research is to analyze the influence of service quality, store atmosphere, and brand awareness toward consumer purchase decision at PT. Dempo Margana Pratama. The population of this research is 105 customers from June to September 2019, thus the sample obtained using Slovin’s formula is 83 customers. In order to collect the data, the researcher distributed questionnaires to the customers of the company, using simple random sampling method, and processed the results using SPSS 23. The data analysis technique used in this research was multiple linear regression analysis. The result showed that service quality (Sig value = 0.030), store atmosphere (Sig value = 0.009), and brand awareness (Sig value = 0.000) significantly influence consumer purchase decision.