The Influence of Product Variety, Service Quality, and Store Atmosphere on Customer Purchasing Decisions at the MR.DIY MT. Haryono Magetan Branch

Muhamad Nur Colis; Choirum Rindah Istiqaroh; Hartirini Warnaningtyas

doi:10.63922/ijbqr.v4i03.5275

Muhamad Nur Colis Universitas Merdeka Madiun, Indonesia
Choirum Rindah Istiqaro Universitas Merdeka Madiun, Indonesia
Hartirini Warnaningtyas Universitas Merdeka Madiun, Indonesia

DOI: https://doi.org/10.63922/ijbqr.v4i03.5275

Keywords: Customer Purchasing Decisions, Product Variety, Service Quality, Store Atmosphere, MR.DIY

Abstract

The objective of this study is to investigate how product variety, service quality, and store atmosphere influence customer purchasing decisions at the MR.DIY MT. Haryono Magetan Branch. Employing a causal-associative quantitative design, the study sampled 100 retail customers determined through the Lemeshow formula for infinite populations and selected via purposive sampling. Data gathered from structured questionnaires were evaluated using multiple linear regression analysis. The findings reveal that all three independent variables simultaneously have a significant impact on customer purchasing decisions, F = 8.841, p < 0.001, explaining 47.1% of the total variance (Adjusted R Square = 0.471). Individually, product variety (t = 2.469, p = 0.040), service quality (t = 3.559, p = 0.001), and store atmosphere (t = 2.229, p = 0.028) positively and substantially predict customer purchasing decisions, with service quality emerging as the primary and dominant driver. The study concludes that while an extensive assortment of products and a comfortable shopping environment are vital, high-quality interactive services from store personnel primarily catalyze the final purchasing decisions. Consequently, the organization should focus strategic efforts on optimizing customer-employee engagement training while maintaining robust inventory variety and store aesthetics.

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