Detail Cantuman  |  Perpustakaan Universitas Putra Bangsa

The purpose of this study was to analyze the effect kualitas pelayanan, keberagaman produk, and store atmosphere on keputusan pembelian consumer of Mitra Sehati in Gombong district. Responden in this study were consumer of Mitra Sehati who numbered 100 people. The data used in this study is primary data. Data collection was carried out by incidental sampling method, obtained from the results of the respondents' answers collected with the help of a questionnaire. Questions given in the questionnaire regarding indicators of kualitas pelayanan, keberagaman produk, store atmosphere, and keputusan pembelian. The analytical method used in this study is the validity test, reliability test, and multiple regression analysis. With the help of the SPSS 22 for Windows program. Hipothesis testing on keputusan pembelian, kualitas pelayanan, keberagaman produk, and store atmosphere has a positive and significant effect on keputusan pembelian of consumer Mitra Sehati.

Keywords: kualitas pelayanan, keberagaman produk, store atmosphere, keputusan pembelian