PENGARUH LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RITEL MODERN DI KOTA TANGERANG

Abstract

Abstract This study aims to examine in depth the influence of store layout on consumer purchasing decisions in a minimarket. In the context of increasingly intense retail competition, spatial arrangement becomes a strategic factor that shapes the shopping experience and affects consumers’ tendencies in selecting and purchasing products. This research employs a quantitative approach using a survey method, where questionnaires were distributed to consumers who made purchases at a selected minimarket. The store layout variable was measured through aspects such as shelf arrangement, product grouping, aisle accessibility, lighting, and overall visual appearance. Meanwhile, the purchasing decision variable was assessed through indicators of purchase intention, shopping comfort, and repurchasetendency. The data were analyzed using simple linear regression to determine the magnitude of the store layout’s influence on purchasing decisions. The results show that store layout has a positive and significant effect on consumer purchasing decisions. A neat, well-structured, and easy-to-navigate layout successfully creates a more comfortable shopping atmosphere, encouraging consumers to make larger purchases. These findings highlight the importance of effective store layout design as a strategy for minimarket managers to enhance competitiveness and customer loyalty.