Pengaruh Atmosfer Toko, Kualitas Produk, Word of Mouth Terhadap Keputusan Pembelian pada Toko Sinar Surya Textile
DOI:
https://doi.org/10.37385/ceej.v6i5.12215Keywords:
Atmosfer Toko, Kualitas Produk, Word of Mouth, Keputusan Pembelian, Toko Sinar Surya TextileAbstract
Perubahan pola konsumsi akibat pertumbuhan perdagangan digital menjadi tantangan bagi ritel tekstil yang masih mengandalkan kunjungan langsung. Penelitian ini menguji hubungan atmosfer toko dan kualitas produk dengan Word of Mouth (WOM) serta keputusan pembelian, dengan WOM sebagai variabel mediasi. Penelitian kuantitatif kausal melibatkan 138 pelanggan yang dipilih secara purposive. Data dikumpulkan melalui kuesioner Likert lima poin dan dianalisis menggunakan PLS-SEM pada SmartPLS 4.1 . Hasil pengujian menunjukkan hubungan positif dan signifikan pada jalur yang diuji, termasuk peran WOM sebagai mediator.
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