Pengaruh Store Environement Dan Sosial Media Terhadap Keputusan Pembelian Di Daja House

Abstract

The importance of physical retail environments and digital platforms in influencing consumer behavior as competition in the retail sector increases, understanding these factors is essential for businesses looking to increase customer engagement and drive sales. This study aims to analyze the influence of store environment and social media on Daja House purchasing decisions. The sample of this study used Purposive sampling with the data collection method used was a questionnaire. The causal-explanatory analysis method was used, with a quantitative research method through the distribution of questionnaires to 150 respondents. Data analysis used simple linear regression with the help of SPSS 20. The results of this study state that store environment and social media have a partial effect on Daja House purchasing decisions.