Assessing The Influence of Brand Awareness, Product Variety, and Store Atmosphere on Purchasing Decisions at Sanrio Supermarket

Wulan Kurnianingtyas

Authors

Wulan Kurnianingtyas University of Mayjen Sungkono, Mojokerto

Keywords:

brand awareness, product variety, store atmosphere, purchasing decisions, supermarkets, buyers

Abstract

The purpose of this study was to determine how much brand awareness, product variety, and store atmosphere influence purchasing decisions at Sanrio supermarkets. This type of research is quantitative, and the sample method used is purposive sampling. The number of samples in this study was 100, with data collection techniques using questionnaires distributed online via Google Forms and direct distribution to the location of the object of research, namely Sanrio Supermarket. The criteria for sampling are buyers who make purchases and have bought at Sanrio supermarkets and are aged 20 years and over. The technique for analyzing the data uses validity tests, reliability tests, classical assumption tests, and multiple linear regression tests. All results are obtained based on the output of the 26th version of SPSS software. Based on data processing, the results obtained show that brand awareness, product variety, and store atmosphere have a significant effect on purchasing decisions at Sanrio Supermarket.

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