ANALISIS PENGARUH CUSTOMER EXPERIENCE DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA USAHA MN (MILA DAN NILA) BEAUTY DI KOTA KENDARI

Abstrak

This study aims to analyze the influence of customer experience and store atmosphere on purchase decisions at MN (Mila dan Nila) Beauty in Kendari City. The research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to MN Beauty customers. The correlation test results show that customer experience has a strong relationship with purchase decisions (r = 0.764), while store atmosphere has a correlation of 0.676. Partial test (t-test) results indicate that both variables have a positive and significant effect on purchase decisions, with a significance value of 0.001 (<0.05). The simultaneous test (F-test) shows that both variables jointly have a significant influence, with an F-value of 48.860. These findings indicate that the better the customer experience and store atmosphere perceived by consumers, the higher their likelihood of making a purchase. The implication of this study is the importance of strategically managing customer experience and store atmosphere to enhance consumer loyalty and purchasing behavior.

Kata kunci

• Customer Experience
• MN Beauty
• Store Atmosphere
• consumer behavior
• purchase decision