THE INFLUENCE OF CONSUMER PERCEPTIONS, ATTITUDES AND PLACE ATMOSPHERE ON PURCHASING DECISIONS AT PT. HEXA KHARISMA INDONESIA

Abstract

Globalization and the internet have led to a growing trend of technology-based business models. Conventional models face difficulties in keeping up with the rapid growth of companies like GoJek in the field of e-commerce. PT Hexa Kharisma Indonesia, a karaoke company, is striving to enhance its services and client perceptions as a response to the changes brought about by the COVID-19 pandemic. The study examines the impact of consumer perceptions, attitudes, and store atmosphere on purchase decisions. Crucial elements comprise Consumer perception is influenced by factors such as motives, willingness, stimulus, and repetition. Consumer attitude encompasses cognitive, emotional, and conative elements. The store atmosphere is shaped by the design, layout, and display. A quantitative descriptive study, utilizing data from 110 consumers and doing SPSS analysis, revealed that consumer perception and store atmosphere have a considerable influence on purchase decisions. Consumer sentiments have a favorable impact, however it is not statistically significant. These factors account for 73.9% of the variation in buying decisions. To summarize, positive consumer perceptions and the ambiance of a store have a big impact on purchasing decisions, whereas consumer attitudes have a lesser effect.