ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP RESPONSIF DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN Studi pada Ace Home Center Living Plaza Semarang

Abstract

The purpose of this research was to test the influences of display creatifity; store aid attractiveness; and stimuly emotional strongness toward response attitude to increase buying decision. The usage of these variables was able to solve the arising problem within Ace Hardware Living Plaza Semarang. The samples of this research consisted of a hundred customers on Ace Hardware Living Plaza Semarang. The analysis technique used here is multiple regression with the least square difference and hypothesis test using t-statistic to examine partial regression coefficient and f-statistic to examine the mean of mutual effect with level of significance 5%. In addition, classical assumption was also performed including normality test, multicolinearity test, and heteroscedasticity test. The result of the analysis showed that display creatifity; store aid attractiveness; and stimuly emotional strongness an positive influence, which is significant to response attitude and buying decision. The empirical result indicated that to increase buying decision of Ace Hardware Living Plaza Semarang, management need to pay attention on factors like display creatifity; store aid attractiveness; and stimuly emotional strongness , because that is the factors that effect high or low level of buying decision.