Price Discount, Store Atmosphere and Word of Mouth (WOM) on Buying Interest at Lawso
DOI:
https://doi.org/10.55927/ijabm.v4i5.536Keywords:
Price Discount, Store Atmosphere, Word of Mouth (WOM), Buying InterestAbstract
This study investigates whether Price Discounts, Store Atmosphere, and Word of Mouth (WOM) influence the interest in buying ready-to-eat food and beverages among different age groups at Lawson. The research method used is a quantitative method with a descriptive approach. The population in this study is people in the city of Tangerang, Indonesia. A survey method was conducted with a purposive sampling technique on 100 respondents and an interview with a source person. Based on the data that has been collected and the processing using SPSS, can be concluded that the three X variables, namely Price Discount, Store Atmosphere, and Word of Mouth (WOM), have a significant influence on variable Y, namely the population’s Buying Interest. However, the Price Discount variable was found to have a greater influence on the Buying Interest of people of productive age compared to the Store Atmosphere and Word of Mouth (WOM) variables
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